Indian skincare brand Fixderma is accelerating its international growth, with plans to expand its presence in over 60 countries by the end of the current fiscal year, up from 35 countries today. The company is focusing on high-potential regions such as Latin America, Eastern Europe, Africa, and the Commonwealth of Independent States (CIS), aiming to tap into burgeoning skincare demand in these markets.
Shaily Mehrotra, Founder and CEO of Fixderma, shared the company’s strategy in an interview, emphasizing that these regions offer great opportunities due to their large populations, growing economies, and relatively low competition from global players. “Unlike saturated markets, these areas have fewer global brands, making them prime territories for impactful growth,” Mehrotra stated.
Fixderma is employing a mix of strategies in these new regions, including branded online stores and partnerships with global e-commerce platforms like Amazon, Lazada, and Shopee. In some markets, the company works with master distributors who handle both online and offline sales channels. The company’s approach is tailored to the dynamics of each market, considering consumer behavior, regulatory conditions, and infrastructure.
Mehrotra highlighted that many of the targeted markets benefit from open trade agreements within their regions, which makes it easier to expand once a strong presence is established in one key country. “Once we solidify our footprint in a major market, we can leverage logistics, market insights, and trade pacts to smoothly enter neighboring countries,” she explained.
Founded in 2010 by Anurag and Shaily Mehrotra, Fixderma offers a wide range of cosmeceutical skincare products addressing issues such as acne, pigmentation, dry skin, and pregnancy-related skin conditions. In 2021, Indian cosmetics company Lotus Herbals acquired a 32% stake in Fixderma, marking its first acquisition in the prescription-based and over-the-counter cosmetics sector.
The Gurugram-based brand currently offers over 300 stock-keeping units (SKUs) across 13 categories and is set to launch ‘Hoopoe,’ a specialized skincare line for babies, addressing conditions such as diaper rash and eczema.
In addition to its online and retail expansion, Fixderma opened its first exclusive brand outlet (EBO) in Gurugram in July 2024 and plans to open 10 more by the end of 2025. Mehrotra described the Gurugram outlet as an “experiential centre,” where customers can receive personalized skincare solutions and expert advice. “Our goal for 2025 is to expand strategically into regions with an increasing focus on active skincare knowledge,” she added.
Domestically, the brand has seen strong growth in India’s top metro cities, particularly in Tamil Nadu and Maharashtra. Internationally, Fixderma is gaining traction in neighboring countries like Nepal and Sri Lanka, as well as key South Asian markets such as Vietnam and Malaysia, along with established regions including the US, UK, and Canada.
In FY 2022, Fixderma reported a revenue of Rs 65 crore, which grew by nearly 64% to Rs 106 crore in FY 2023. The company achieved Rs 146 crore in revenue in FY 2024 and expects to double this figure in the current fiscal year. Mehrotra emphasized the company’s commitment to maintaining profitability, stating, “We have always been profit-after-tax (PAT) positive, and that is non-negotiable for us.”
One of the company’s key growth drivers has been the success of its winter-specific products, which now make up 20% of Fixderma’s skincare revenue, compared to just 5% in previous years. The company continues to introduce new products to address gaps in its seasonal offerings, contributing to its continued expansion.
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