Fixderma

In 2010, Shaily Mehrotra identified a gap in the Indian skincare market. Consumers had two choices: basic cosmetic products or clinical, prescription-based treatments. Mehrotra envisioned a bridge between the two, founding Fixderma to create cosmeceutical products with clinically proven, active ingredients that were accessible to consumers. The company, co-founded with Anurag Mehrotra, started by building trust with dermatologists, establishing a distribution model through professional recommendations. A key decision came in 2013 when Fixderma established its own manufacturing unit. This move gave the company full control over product quality and formulation, a crucial step in competing with established pharmaceutical giants. By focusing on innovative ingredients and scientific backing, Fixderma carved out a niche for itself, developing solutions for concerns like sun protection, acne, and pigmentation. This focus on dermatologist-approved formulations helped the brand expand, and it now exports to over 35 countries. The company reached a significant milestone in late 2021. Lotus Herbals, a major player in the Indian beauty market, acquired a 32% stake in Fixderma. This strategic partnership provided Fixderma with the marketing expertise and capital to enhance its global footprint while allowing Lotus Herbals to enter the growing dermaceutical segment.