A committed skincare company in terms of research and innovation, Fixderma had to undergo its own set of challenges to build a brand in the Dermaceutic segment that rested on the ideals of providing a complete skincare solution and not just being a product range that can be used only when the skin is facing a crisis
Getting the trend on-point
Shaily Mehrotra, Founder, and CEO, Fixderma when talking about what sets the brand apart says, “We offer skincare backed by science. This means that our formulations are clinically tested, quality controlled, and Dermatologist certitified. We work towards restoring the health of the skin by eliminating the concern. Our approach was always led by information. We do not claim what we don’t offer. We approached the customers with transparency. The concentration of active, the exact ingredient list, temperature tested, and the right set of instructions. In short, we provide clean, tested, and transparent skincare”.
When Fixderma began its journey, the skincare market either had solutions in the cosmetic category or the pharmaceutical. They were one of the first introducers of the Dermaceutic cult. Over the years, the consumer has developed a more aware and conscious relationship with their skin and so has the market. Skincare as an industry has not only become more evolved and serious but also has seen a cheerfully massive growth rate.
The market which was valued at INR 129.76 Bn earlier in 2020 now is expected to expand with an aggressive CAGR of 8.22% by 2025 with an overall value of INR 191.09 Bn.
Growing with power
With more than 175 formulations designed to improve skin health and repair conditions, Fixderma has been going strong since its inception. “We are always information driven. We always believe in leading with the right information to keep our audience aware and become part of their skincare journey. We stay close and involved with our customers by ensuring the best customer service facility, and dermatologist live sessions on social media
to ensure two-way communication with our customers and strong ORM,” Shaily explains.
While Shaily is proud of the brand’s bootstrapped status, she quickly admits that the strength of the brand derives from its strategic partner, Lotus Herbals Pvt Ltd. As a strategic partner, Lotus would help Fixderma expand its brand reach, add value to the company, and create brand trust. Partnering with a successful and established brand like Lotus will also result in customer base expansion, the Founder admits.
Taking the big leap
Fixderma has a solid understanding of the trajectory of the pharmaceutical business and has a clear understanding of its customer base. Fixderma skincare range is need-based with complete skincare solutions. The idea is to reach a larger landscape of customers as well as dermatologists across India.
Fixderma and FCl brands were not present on the eCommerce platform since it’s a dermatologist-recommended brand. But during Covid, the skin clinics were closed and the brand’s users were not able to source the products. This was a big turning point for the brand and realizing that they were missing the opportunity of retailing and reaching the right audience through online marketplaces and that’s when they onboarded across popular marketplaces in October 2020. We realized a colossal potential for a skincare brand like ours in this domain.
