Fixderma India, a dermacosmetics company, is moving into a new growth stage by improving its retail plans, strengthening its presence on all channels, and going after international markets.
Amid tough competition online, the company is focusing on building trust, educating customers, and growing at a sustainable pace. This helps them stand out in India’s fast-changing direct-to-consumer (D2C) market.
Fixderma, which started with a science-based approach to skincare, has gained trust in the premium dermacosmetics area. According to CEO Shaily Mehrotra, the company has seen 35% growth this financial year, and they expect things to improve as the economy gets better. This makes Fixderma one of the strongest and fastest-growing D2C brands in India’s beauty and skincare world.
Fixderma is still doing well because it sells through different channels. Online stores like Amazon, Flipkart, and Nykaa bring in about 80% of their income, showing strong demand on these platforms. The company’s own website in India makes up about 15% of sales, while fast-delivery D2C platforms contribute the remaining 5%, indicating early success in quick delivery, which is changing how D2C consumers in India shop.
Expanding offline is becoming a key plan. Instead of rushing into stocking products everywhere, Fixderma is carefully rolling out retail with a focus on doing it right. The company has one exclusive store now and plans to expand to five stores soon. Besides these stores, Fixderma wants to expand to over 150,000 sales points nationwide, with trained beauty advisors, better visibility, and stronger sales support. This shows a mature D2C plan that balances reach with building the brand for the long term.
Mehrotra said that retail is a gradual process, and it’s important to get training, distribution, and delivery right. This fits with the trend in the D2C market, where companies are focusing on profitable offline growth instead of unsustainable expansion.
International markets are also becoming important for growth. Fixderma has recently entered Eastern Europe, adding Lithuania to its exports. In the Middle East, the company is seeing good results in some GCC markets, with Qatar doing well. The increasing acceptance of Indian D2C beauty and skincare brands in developed countries is creating new chances for controlled growth outside India.
Now that D2C funding is becoming more selective, Fixderma’s focus on sustainable growth, consumer trust, and profitability shows a change in the D2C business model in India. Instead of chasing quick growth, the company is investing in better products, educational engagement, and a strong presence on all channels, which are key to building a D2C brand for the long run.
As Indian D2C updates focus more on profitability, offline expansion, and global goals, Fixderma’s plan puts it in a good position for the next stage of the D2C industry. With steady growth, expanding international presence, and a disciplined retail plan, Fixderma is building a platform for lasting expansion across digital and physical channels.
