Fixderma, a skincare solutions brand, is set to launch a haircare range for people wearing headgears, and women who face severe hairfall postpartum, during menopause and pre-menopause.
In a conversation with Medianews4u.com, Shaily Mehrotra, CEO & Founder, Fixderma, said, “We are coming out with a very interesting haircare range. People who wear headgears like turban, hijab or wigs, they sweat a lot, so the question was how to take care of such hair. We have come out with a shampoo and a conditioner specifically for them. Also, we are coming up with a hair care range for women who have severe hairfall postpartum, or women who are going through menopause or pre-menopausal phase, because hair fall is very severe then.”
Present pan-India, from Jammu and Kashmir to Trivandrum and Mizoram, the brand offers multiple products and is continuously adding more.
“Through dermats, we are present pan-India but we want to add more dermats to our portfolio. We are right now catering to 8000 dermatologists across India and we are adding more. Our team size is also going to expand a bit. We are also looking to expand our points of sale and over-the-counter (presence) in the coming times,” added Mehrotra.
Offline sales contribute 60 pc to sales with online bringing up the rest. Fixderma is available on marketplaces including Myntra, Nykaa, Flipkart and Amazon.
The CEO revealed that growth in e-commerce has been ‘phenomenal’ in the last four years for Fixderma.
“Now, we have also started our over-the-counter journey. We are right now present in around 21,000 pharmacies across India and a few beauty stores as well. We are looking at adding 15,000 points of sales next year. We are exporting to more than 36 countries right now. We are selling to developed countries like Australia, US, Singapore, Malaysia and Fiji. We are doing very well in Nepal and Vietnam and actually are one of the best brands there in the dermaceutical range,” claimed Mehrotra.
As the name Fixderma suggests, the brand’s goal is to fix ‘derm’ (skin). It has a different portfolio of products for online and OTC, and a separate dermat portfolio.
“We keep traveling and we listen to our dermats, patients and customers and when we see there is a requirement in the market, we come out with it. In fact, Fixderma has the widest range of sunscreens in India. We have more than 20 types of sunscreen, besides SKUs in different sizes. We have just launched a sunscreen stick which is colored sunscreen. We also have roll-ons for kids and sensitive skin. We have just launched a lip shield, a lip balm which is SPF 50,” she explained.
The brand is also looking to expand its network and partner with more dermatologists in the coming year, while aiming for double-digit growth.
“Next year, we are looking at a minimum two-digit growth and looking at 40 to 50 pc growth because all our verticals are going to do well. We are already seeing a good growth pattern and it is going to get better in the coming years. We are here to stay and have our own manufacturing setup,” surmised Mehrotra.
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(Updated at 16.20 hrs on December 7, 2023 to reflect the brand name correctly and amend the number of products offered. The error is regretted.)