Foxtale

Foxtale is a direct-to-consumer (D2C) skincare brand based in Mumbai, India, that focuses on creating affordable and effective products specifically formulated for Indian skin types and climates. Founded in December 2021 by Romita Mazumdar, the company was born out of extensive research, including interviews with over 3,000 women to understand their primary skincare needs and frustrations.

Mazumdar's journey into entrepreneurship was shaped by her background in finance. A graduate of UCLA, she began her career in tech investment banking at Bank of America Merrill Lynch in the US before moving to India. Her experience evaluating over 150 skincare and beauty products as a venture capitalist at A91 Partners revealed a market gap: products were either ineffective or prohibitively expensive for the average consumer. This insight, coupled with her personal passion for skincare, led her to establish Foxtale with the mission to bridge the gap between efficacy and affordability.

The company operates primarily through a D2C model, generating revenue from product sales on its own website, which accounts for over 50% of its business. It also distributes its products through major e-commerce marketplaces like Amazon, Nykaa, Flipkart, and Myntra, with a small but growing presence in offline general trade stores. Foxtale's target market consists of Gen Z and Millennial consumers, generally between the ages of 20 and 40. The brand has shown significant growth, with revenues surging from Rs 14 crore in FY23 to Rs 83 crore in FY24. To fuel its expansion, Foxtale has raised a total of $57.4 million over six funding rounds, including a $30 million Series C round in January 2025.

Foxtale's product portfolio is designed to be simple and targeted, addressing concerns like acne, aging, and hyperpigmentation. The initial launch featured a basic four-step routine: a hydrating face wash, a vitamin C serum, a moisturizer, and sunscreen. The product line has since expanded to include around 20 SKUs, such as acne spot correctors, various serums (tranexamic acid, niacinamide), masks, and body care items like lotions and washes. A core tenet of the brand is its commitment to research and community validation, claiming to only launch products after they are approved by 97% of its community for their efficacy. This focus on customer-centric development and transparency is central to its marketing, which heavily utilizes social media, influencer collaborations, and educational content to build a loyal community.