The Indian direct-to-consumer (D2C) skincare scene is changing fast, and Fixderma is becoming a strong, science-focused brand that’s leading the way. Started back in 2010 in Gurugram, Fixderma had a simple goal: to bring together the effectiveness of prescription skincare with the appeal of regular cosmetics in India.
Back when most cosmetic brands were all about stores and pharmaceutical skincare felt too clinical, Fixderma went a different route. They started by working with dermatologists, focusing on prescriptions and building trust before D2C and online shopping were even a thing.
According to Shaily Mehrotra, the Founder of Fixderma and the newest Shark on Shark Tank India Season 5, the idea was always to get great results while still being easy to use. Her being on the show just goes to show how much these founder-led D2C brands are influencing the Indian startup world.
In the beginning, Fixderma was all about getting things done right. They started small, with just three people, but they expanded overseas in their first year, hitting Southeast Asian markets. Setting up their own factory in 2011–12 was a game-changer. It meant they could control everything from formulas to packaging, which is still a big advantage for their D2C business today.
Now, Fixderma has 700 employees, exports to over 35 countries, and works with over 15,000 dermatologists in India. You can find them in clinics, stores, and online. They started selling in stores three years ago and online in 2020, but the internet has quickly become a major way for them to grow within the D2C space.
Right now, Fixderma is in over 25,000 stores in India, with most of their money coming from big cities. Online sales make up about 35% of their total income, with the rest split between dermatology sales, over-the-counter retail, and exports. E-commerce and retail are growing the fastest, at 40–50% each year, while the dermatology side is steadily growing at about 20%.
What makes Fixderma different in the crowded D2C beauty market is its focus on R&D and top-notch manufacturing. They produce everything in-house at their plant in Nimrana, Rajasthan, and use ethically sourced stuff, so they can keep a close eye on claims, quality, and new ideas. Fixderma is also one of the few Indian skincare brands with two patents, and two more on the way, which shows how serious they are in the D2C world.
Looking ahead, Fixderma wants to double its store presence to over 50,000 by next year, with more Derma Advisors on the team. They’re also working on getting more international attention by going to events like Arab Health in Dubai and trade shows in Istanbul, which will help them grow their export business.
With a clear goal of 30–40% growth each year, Fixderma wants to become a ₹1,000 crore skincare brand built on trust, science, and sustainable growth. As the Indian D2C market continues to favour clinically backed brands that are available everywhere, Fixderma is a great example of how old-school discipline and D2C flexibility can work together.
