Marrying science with skincare: Analysing Fixderma’s sustainable success journey

In conversation with Adgully, Preetam Jena, CMO & eCommerce Head, Fixderma, shares insights into the brand’s remarkable 14-year journey in the Indian cosmeceutical market and its ambitious growth trajectory. Fixderma has solidified its position as a leader in science-backed skincare, driven by cutting-edge R&D, dermatologist trust, and a diverse product portfolio catering to both prescription and consumer segments. With an impressive 187% growth rate and presence in over 30 countries, the brand continues to innovate, offering targeted solutions for real skin concerns while expanding its retail and e-commerce footprint.

Jena highlights Fixderma’s commitment to the ‘Make in India’ initiative, its MarTech-driven digital strategy, and its expansion into Tier 1 and Tier 2 cities. As the brand gears up for 2025, it aims to double its retail footprint, accelerate e-commerce growth, and establish a stronger presence in international markets such as South America, Central Asia, and North Africa. With a focus on sustainable, profitable growth, Fixderma remains dedicated to providing high-quality, dermatologically recommended skincare that resonates with both Indian and global consumers.

Fixderma has completed 14 successful years in the Indian cosmeceutical market. Looking back, what have been the key milestones that shaped the brand’s journey?

Fixderma’s journey has been a combination of scientific innovation, market expansion, and consumer trust.

We began by building a strong presence in the dermatological space, reaching 15,000+ dermatologists with clinically proven solutions under the Fixderma and FCL ranges. Our in-house R&D and manufacturing unit ensured consistent quality and innovation.

To address large-scale consumer needs, we expanded into high-volume categories with products like Shadow Sunscreen and Durave Moisturizers, both becoming household names. The development of Nigrifix, a groundbreaking solution for acanthosis nigricans, earned us a product patent and established an entirely new category.

As we expanded, strong consumer brands like Skarfix for melasma and Salyzap for acne gained widespread recognition. Our commitment to addressing real skin concerns has resulted in serving 2 million customers globally.

Fixderma also elevated its brand visibility with large-scale marketing initiatives, including our IPL partnerships, driving both awareness and consumer trust. These milestones have cemented our position as a leader in science-backed skincare, and we remain committed to pushing the boundaries of dermatological care.

How has Fixderma’s diverse range of over 130 SKUs contributed to its impressive 187% growth rate?

Our growth is driven by a well-researched product portfolio, developed in our manufacturing unit by our in-house R&D team. Each product is formulated with efficacy and certified by regulatory authorities. Fixderma operates across three key pillars: our Derma RX range for dermatologist prescriptions, fast-moving categories like sunscreens and moisturizers for eCommerce and retail, and targeted solutions for specific skin concerns. This balanced strategy ensures topline growth through both volume and value, while our high product efficacy drives customer retention and strengthens brand loyalty.

The brand has expanded to 30+ countries globally. What has been your strategy in positioning Fixderma as a competitive player in international markets?

Fixderma’s international success is built on understanding local market needs. While some products thrive in India, others like the Face21 range in the Philippines and Vietnam or Kairfoll in Nepal cater to region-specific demands. Our experts conduct in-depth market analysis to introduce the right products for the right audience. Strong relationships with dermatologists, strict compliance with international regulations, and targeted digital campaigns further enhance our credibility. This localized approach ensures faster acceptance and continuous growth.

Could you share Fixderma’s retail expansion strategy for Tier 1 and Tier 2 cities in India?

Fixderma’s retail expansion is rooted in accessibility and dermatologist trust. With a well-established network of 15,000 dermatologists across India, we benefit from strong word-of-mouth recommendations. Our digital marketing efforts generate widespread awareness, creating demand across regions. Expanding our general trade team, we are rapidly growing in pharmacy chains like Apollo and Guardian, as well as modern trade outlets. Our first standalone retail store in Gurgaon’s Galleria Market is a milestone, and while Tier 2 expansion is on the horizon, we are committed to measured, sustainable growth.

How has Fixderma’s commitment to the ‘Make in India’ initiative influenced its operations and market positioning?

Embracing the ‘Make in India’ initiative has strengthened Fixderma’s operations and market position. By investing in cutting-edge R&D and manufacturing facilities, we ensure high-quality, locally-produced skincare solutions. This not only supports employment generation, but also allows us to maintain competitive pricing. Our commitment to quality has earned global recognition, with Fixderma now present in over 30 countries. Our Indian heritage enhances consumer trust and positions us as a leader in dermatologically recommended skincare.

As a leader in e-commerce and digital marketing, how has Fixderma leveraged MarTech and data-driven strategies to drive brand awareness and sales?

Fixderma’s e-commerce success is fueled by intelligent MarTech adoption and data-driven decision-making. We leverage platforms for advanced customer segmentation, dynamic pricing, and personalized marketing. Real-time analytics guide our campaign strategies, optimizing ROI. Automated CRM systems enhance customer retention through tailored recommendations. By tracking consumer behaviour and feedback, we refine product offerings, ensuring we meet evolving skincare needs effectively.

How has your data-driven approach influenced Fixderma’s marketing strategies and consumer relationships?

Data is at the heart of Fixderma’s marketing. Our approach enables personalized, one-to-one marketing that addresses individual skin concerns with targeted solutions. By analyzing customer insights and market trends, we craft hyper-relevant campaigns that drive engagement. Real-time feedback loops inform product development, ensuring continuous innovation. This data-driven agility enhances customer satisfaction, builds loyalty, and strengthens Fixderma’s reputation as a science-led skincare brand.

What are Fixderma’s expansion plans for 2025, and how do you envision the brand’s evolution in the coming years?

Fixderma is committed to sustainable, profitable growth. With a strong product focus, we maintain lower customer acquisition costs while driving significant sales. In FY25, we delivered a 2x growth in e-commerce, which will exponentially accelerate in the following years. Our retail footprint is set to double, expanding our presence in modern trade and pharmacy chains. Dermatologist recommendations will continue to be a core growth pillar. Internationally, we are targeting expansion into South America, Central Asia, and North Africa, further solidifying our global footprint.