Fix My Curls, an Indian beauty startup targeting consumers with naturally curly hair, has successfully developed a quick commerce distribution strategy that now accounts for the majority of its sales, fueling rapid growth and brand loyalty.
- Quick commerce drives nearly 70% of Fix My Curls’ sales
- D2C website accounts for 25%, with exports contributing 5%
- Company targets EBITDA profitability by FY27
What happened
Fix My Curls was launched in 2019 by Anshita Mehrotra, who identified a gap in the Indian beauty market for haircare products designed specifically for naturally curly hair. The brand developed sulfate-, silicone-, and paraben-free formulations, including a leave-in curl cream and gel suitable for everyday use. Initially facing pandemic-induced disruptions, the company pivoted to building a strong online presence through educational content, rapidly growing its social media following.
In late 2023, Fix My Curls began a limited rollout on Blinkit’s quick commerce platform to reach a more frequent-buying customer base. By January 2024, Blinkit expanded the brand’s availability nationwide, allowing Fix My Curls to capitalize on its loyal digital audience. Quick commerce has since become one of the primary sales channels for the brand, contributing significantly to its revenue growth alongside established marketplaces and the brand’s direct-to-consumer website.
Why it matters
Fix My Curls’ success highlights the emergence of quick commerce as an influential channel in the Indian personal care market, especially for niche brands addressing unmet consumer needs. The brand’s ability to integrate product innovation, consumer education, and fast, convenient distribution showcases a modern approach for scaling in the beauty sector.
This strategy not only helps address the unique haircare challenges of millions of Indian consumers with textured hair but also demonstrates how startups can leverage multiple digital touchpoints to build brand loyalty. Fix My Curls’ experience also provides a case study on navigating early-stage challenges such as pandemic disruptions and rapid operational learning within a new retail format.
What to watch next
Fix My Curls aims to achieve EBITDA profitability by FY27, with quick commerce increasingly seen as a scalable and potentially profitable channel. Monitoring operational efficiencies and maintaining brand education online will be key factors in sustaining growth amid rising competition in India’s beauty market.
Additionally, the company’s export footprint to countries like Nepal, Switzerland, Malaysia, and Romania is still small but represents viable growth avenues. Future updates will reveal how Fix My Curls balances expanding international sales with deepening penetration in domestic quick commerce and marketplace segments.