Fix My Curls Capitalises on India's Untapped Textured Hair Care Market

14 Oct 2026, 5:00 pm · 4h ago · 1 min read · Inc42

Anshita Mehrotra founded D2C brand Fix My Curls after identifying a severe lack of everyday hair care products tailored for naturally curly and textured Indian hair. Despite her family background with skincare brand Fixderma, Mehrotra chose to build independently in 2018 after discovering existing domestic options relied on heavy oils, while salon-grade alternatives were prohibitively expensive for daily routines. Leveraging accessible cosmetic manufacturing networks and collaborating with hair specialists over eight months, the company created formulations specifically suited for curly hair. Fix My Curls is now expanding its distribution footprint across quick commerce platforms.