To succeed globally, we need products that are Made in India for Indians: Shaily Mehrotra

Adgully’s AG Talk brings unfiltered insights and thoughts of CEOs, MDs, and CMOs, who have been leading the marketing landscape, and in fact, also laying the ground rules to keep up with the transformative times.

Shaily Mehrotra, the visionary founder of Fixderma, alongside her team of experts, recognized a glaring gap in the skincare market – an abundance of products, yet few that truly prioritized clinical efficacy and dermatologist-approved formulations. This realization led to the birth of Fixderma, a brand dedicated to providing effective solutions that genuinely “fix” and enhance skin health. As Mehrotra succinctly puts it, “We chose a name that embodies our mission to deliver solutions that truly ‘fix’ and improve the skin. That’s why it’s called Fixderma.”

Launched in 2010, Fixderma India entered the Indian skincare landscape at a time when it was still in its infancy. The brand rapidly gained recognition for its clinically-tested, high-performance products, becoming a trusted name not only among dermatologists, but also among consumers. Today, Fixderma is a global player, exporting to over 32 countries, and continues to lead the way in dermatological innovations, consistently delivering advanced formulations tailored to a diverse clientele.

In an exclusive AG talk interaction with Adgully on the sidelines of the recently held MOBEXX Summit and Awards 2024, Shaily Mehrotra, Founder & Managing Director, Fixderma, speaks about the journey of Fixderma – from its beginnings as a dermatologist-recommended brand to its rise as a leader in the Indian skincare market. Mehrotra also provides insights into her vision for the future of skincare, the key trends expected to dominate in 2025, and how Indian skincare brands can capitalize on global movements, and much more.

Could you give us an overview of the skin & hair care and beauty market in India? What trends will be dominating in 2025? What is the current market worth and YoY growth?

The skincare industry in India is still in its early stages. Despite the growing awareness, a very small percentage of the population is consistently using skincare products. While the basic products like moisturizers and shampoos are being used, there’s a large untapped market, especially in Tier 2 and Tier 3 cities. We’re seeing significant growth year-on-year, and we’re only just beginning. Comparing with Southeast Asian countries, like Thailand and Malaysia, where consumers spend much more on skincare, we have a long way to go. So, 2025 will likely see more penetration and wider adoption of skincare routines.

How would you describe Fixderma’s journey over the near 25 years, from being a dermatologist-focused brand to expanding into D2C and OTC segments?

Fixderma’s journey has been fantastic. We began as a brand focused on dermatologists, where our products were sold through their prescriptions. Today, we’re a brand trusted by over 18,000 dermatologists, and we’ve expanded to reach 200 sales representatives across the country. Our transition into D2C and OTC segments started around the time of the pandemic. We quickly adapted by launching on marketplaces and saw immediate success. Since we were already established with dermatologists and pharmacies, brand recognition was already in place, which helped our expansion into the D2C market.

With the classification of ‘Cosmeceutical’, what advantage does it give Fixderma in the competitive skincare sector?

Fixderma has been part of the dermaceutical segment for 14 years. Our products are developed based on feedback from dermatologists and are prescribed by them, which makes us unique in the D2C space. Our strong base of dermatologist recommendations, coupled with in-house state-of-the-art manufacturing, sets us apart in the highly competitive skincare market. This ‘Cosmeceutical’ approach blends the best of skincare and therapeutic solutions.

As awareness around skincare increases, how does Fixderma cater to the evolving needs and preferences of its consumers?

At Fixderma, we are always consumer-centric. We develop products that address everyday skin issues and meet general consumer needs. We’ve also actively engaged with our loyal consumers to co-create new products based on their feedback. Additionally, we collaborate with dermatologists to ensure our products remain relevant to the needs of our evolving customer base. This approach helps us maintain a strong understanding of consumer demands and ensures our products cater to the latest trends and concerns.

Fixderma opened its first exclusive store in July 2024, with plans to expand to 10 exclusive brand outlets by the end of 2025. What prompted the brand to develop offline stores? What kind of growth are you targeting from this offline expansion?

We believe in a mix of online and offline presence. While we are a D2C brand, we still value the importance of physical touchpoints. Opening our first store was more about creating a brand experience center than just retail. The store allows customers to interact with our products, get personalized advice, and experience our brand firsthand. The sales staff is well-trained, ensuring consumers get in-depth skincare knowledge. We view this store as an experiment to gauge its impact on our business, and if successful, we will gradually expand.

What are the key lessons that Indian brands can learn from the global penetration of Korean skincare and beauty brands?

Korean skincare is tailored to Korean skin types and climates. For Indian brands, the key takeaway is that products should be created keeping in mind the unique needs of Indian skin types and weather conditions. It’s important to understand that skincare is not a one-size-fits-all approach. To succeed globally, we need products that are ‘Made in India for Indians’.

How can Made-in-India skincare brands tap into the indigenous ‘Ayurveda’ push for global marketing success?

Indian skincare brands have been utilizing Ayurveda for years, but the industry is shifting towards active ingredient-based dermaceutical skincare due to the quicker, more effective results it offers. While Ayurveda has its place, today’s consumers demand immediate results, which has made dermaceuticals more popular. That said, there’s still potential to fuse Ayurveda with modern skincare technologies for innovative products that resonate both locally and globally.

What is your vision for leading Fixderma into the next phase of its growth and market dominance?

Our focus is on long-term brand building rather than following trends. We were recently awarded a patent for ‘Nigrifix’, a product targeting Acanthosis Nigricans. Our vision is to continue developing high-performance dermaceutical skincare products that solve specific skin problems. We’re not about making trendy products, but rather effective, problem-solving ones. Our expansion will involve new product launches and entering new markets, with a focus on efficacy and quality.

What does the road ahead look like for the Indian skincare market? What are the opportunities?

The skincare market in India is still in its infancy, and the opportunities are vast. Consumers are becoming more conscious of their skincare routines, and this is particularly true for Gen Z and older generations, who are now realizing the importance of skincare. As awareness continues to grow, we will see more people investing in their skin health. For brands, this means opportunities in both problem-solving products and the creation of new, effective skincare solutions. As a derma-backed brand, Fixderma will continue to address core skin issues like acne, aging, and pores, which will always be relevant concerns.

Watch the complete interview below: 

https://www.youtube.com/watch?v=nA4pZsKTGeg

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