Fix My Curls is aiming to redefine the haircare landscape
New Delhi, 22nd May’24 – Fix My Curls, a leading curly, & wavy hair-focused haircare brand, today announced that it has secured a seed funding round led by Amazon Smbhav Venture Fund.
Other investors in this round include India Quotient & DSG Consumer Partners. This latest round of funding is intended to help Fix My Curls’ efforts in accelerating new product development, advancing innovations in hair care, and enhancing leadership & branding initiatives.
It is also intended to help Fix My Curls reach more consumers in Tier 2 cities across India who are looking for effective solutions for their textured hair.
Founded by Anshita Mehrotra, Fix My Curls was born from her realization of the glaring neglect of curly hair in India’s beauty and salon industry. To bridge this gap, Anshita launched her homegrown brand, Fix My Curls, offering a comprehensive range of haircare products including shampoo, conditioner, accessories, styling products, and more.
Sharing her thoughts on the funding, Anshita Mehrotra, the founder of Fix My Curls, commented, “Through the strands of innovation and power of inclusivity, Fix My Curls is not just redefining haircare, but with time, it has become a symbol of representation and acceptance in the Indian beauty landscape.
We are excited to welcome Amazon Smbhav Venture Fund into our investor group and get the backing of consumer-focused VCs like India Quotient & DSG Consumer Partners. We believe we can grow this category, educate consumers as well as our community of all textured-haired people who share their common experiences and struggles with embracing their natural hair in India.”
Abhijeet Muzumdar, VP Corporate Development, Amazon & Head of Amazon Smbhav Venture Fund said, “Our vision with the $250MM Amazon Smbhav Venture Fund is to empower the next generation of innovative startups led by strong founders.
Anshita and her team at Fix My Curls are bringing a comprehensive range of products for textured hair and we are excited to partner with them for the next phase of their growth.”
Sahil Makkar, VP India Quotient also said “Anshita, along with her team have created highly differentiated and innovative products that resonate positively with those having curly, wavy, and textured hair.
Drawing from her own experiences, she possesses profound customer insights, positioning her to build a large-scale, impactful brand in this niche market. We believe that this segment has long been underserved within the haircare industry and are excited to partner with FixMyCurls.”
Since its inception, the brand has expanded its presence across various marketplaces, including Amazon.in, Nykaa, BlinkIt, and its website. With a customer base of 1.2 lakh individuals, Fix My Curls has also entered the global arena, with products distributed to a total of 11 countries, including Germany, Romania, and Malaysia, among others.
About Fix My Curls
Fix My Curls is a leading innovator in hair care products, dedicated to providing high-quality solutions for all textured hair, whether that be curly, wavy, or coily. With a commitment to authenticity, inclusivity, innovation, and customer satisfaction, Fix My Curls is not just redefining haircare; it’s reshaping perceptions and fostering a sense of community among textured-haired individuals across India.
Founded in the year 2019 by young entrepreneur Anshita Mehrotra in Gurgaon, the brand offers an array of products, such as shampoos, conditioners, styling products like curling creams and gels, satin accessories, for all the pre-and post-wash day needs.
Crafted with Indian hair textures in focus, these products effectively cater to individuals with frizzy hair concerns.
Some of its flagship products, such as the curl-quenching hair butter, hair mask and hair gelly (made from flax seeds and used for hair repair, hydration, and styling), are SLES, wax, paraben- and silicone-free. At Fix My Curls, all the products are made in a PETA certified manufacturing unit.
About Amazon Smbhav Venture Fund
In 2021, Amazon announced the $250 MM Amazon Smbhav Venture Fund to invest in technology led start-ups passionate about unlocking possibilities of a digital India. The Venture Fund is focused on enabling entrepreneurs to invent, build and make in India.
Since it was set up, the fund has made several investments across sectors and has backed a number of companies including ‘FreshtoHome’, ‘XYXX’, ‘Hopscotch’, ‘Fitterfly’, ‘Cashify’, ‘The Good Glamm Group’, ‘M1xchange’, ‘smallcase’, and Innovist.
Disclaimer:- This story has not been edited by SugerMint staff and provided by the agency. SugerMint will not be responsible in any way for the content of this story.
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