Fix My Curls Secures Funding to Fuel Innovation and Growth in Curly Hair Care Market

Preeti Bali / 11:13 am / May 24, 2024

Fix My Curls, a rising star in the haircare industry specializing in products for curly, wavy, and coily hair textures, has secured an undisclosed amount of funding in a seed round. Amazon’s venture capital arm focused on small and medium businesses, Smbhav Venture Fund, spearheaded the investment round. Participation from established venture capital firms India Quotient and DSG Consumer Partners further bolsters Fix My Curls’ financial standing.

Funding Fuels Growth Strategy

The influx of capital will empower Fix My Curls to execute its strategic growth plan. The company intends to leverage the funding to expand its product portfolio, invest in research and development to propel product innovation, and bolster its leadership team. Additionally, Fix My Curls plans to utilize the funds to cultivate a wider customer base, with a particular focus on tier II and III cities within India.

Catering to a Previously Underserved Market

Fix My Curls, founded in 2020 by Gurugram entrepreneur Anshita Mehrotra, has carved a niche in the Indian haircare market by addressing the unmet needs of consumers with curly, wavy, and coily hair textures. Mehrotra, drawing upon her family’s experience in the beauty industry through Fixderma, a successful dermatological skincare brand, identified a gap in the market for dedicated haircare solutions catering specifically to these hair types. Fix My Curls was born out of this vision, offering a comprehensive range of haircare products including shampoos, conditioners, styling products, and essential hair accessories.

Focus on Quality and Sustainability

Fix My Curls prioritizes the use of high-quality ingredients sourced from France and Germany in its product formulations. The company’s commitment to clean beauty is evident in its flagship curl-quenching hair butter and hair gelly, which are paraben-free, silicone-free, and completely vegan and cruelty-free. This dedication to quality and ethical practices has resonated with customers, propelling Fix My Curls’ growth trajectory.

Competitive Landscape and Brand Presence

Fix My Curls navigates the haircare market alongside established brands like Curl Up, Amazing Grey, Anveya, and Zeme. Despite the competition, Fix My Curls has carved out a distinct space through its focus on inclusivity and representation within the Indian beauty landscape. In the words of Anshita Mehrotra, “Fix My Curls is not just redefining haircare through innovation, but has also become a symbol of acceptance and inclusivity over time.” This message resonates with a growing segment of beauty consumers, propelling Fix My Curls’ success.

Global Reach and Distribution Channels

Fix My Curls has established a presence across 11 countries, including Germany, Romania, and Malaysia, demonstrating its global ambitions. The brand’s products are readily available on major e-commerce platforms such as Amazon, Nykaa, and Blinkit, in addition to its own dedicated website. This multi-channel distribution strategy ensures convenient access for customers across various regions.

About Amazon’s Smbhav Venture Fund

Launched in 2021 with a commitment of INR 1,850 crore (approximately $250 million), Amazon’s Smbhav Venture Fund plays a pivotal role in supporting the digitization of small businesses in India. The fund also prioritizes investments in agritech innovations aimed at enhancing farmer productivity and healthcare solutions focused on promoting universal access to quality healthcare. Smbhav Venture Fund boasts a diverse portfolio, having previously backed companies like FreshtoHome, XYXX, Hopscotch, Fitterfly, Cashify, The Good Glamm Group, M1xchange, smallcase, and Innovist. The fund’s investment focus has recently expanded to encompass opportunities in fintech products and services, e-commerce ventures, consumer brands, gaming, electrification initiatives, machine learning advancements, and social media offerings. By supporting promising startups like Fix My Curls, Smbhav Venture Fund demonstrates its commitment to fostering innovation and growth across various sectors in the Indian economy.


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