‘Skin health the new status symbol’: Fixderma sets sights on global expansion following Lotus Herbals investment

Fixderma India the parent company of Fixderma and FCL derma beauty that offers a premium range of skin care and hair care products.

The company has a presence in over 35 countries and is aiming to expand its presence to capitalise on what it believes is a growing focus on skin health.

“Beauty brands' marketing to consumers is currently shifting. Overall, skin health is the new status symbol, eclipsing an outdated emphasis on vanity and luxury. With prevention, protection, and correction being Fixderma's core principles, our products aim at providing the healthiest skin possible,”​ said Shaily Mehrotra founder and CEO of Fixderma.

She added that the firm sees huge opportunities just in its home market alone.

“The surge in the consumption of beauty products in India gives rise to new trends, which has presented significant opportunities for the derma beauty segment. Indian consumers are transitioning from basic routines to more sophisticated regimes. There is a gap in the market for the right skin care products which target specific concerns like pigmentation, adult acne and large pores.”​

New chapter

On October 27, Fixderma announced that Lotus Herbals, a leading personal care company in India, had acquired a 32% stake in the company.

The investment marks Lotus Herbal’s debut in the derma segment, where it has a “clear-sighted goal of emerging as domain leaders in the future.”​

“With our strategic planning and marketing expertise, we aim at enhancing the global footprint for Fixderma and FCL and capture significant market share within the next five years as part of our long-term growth strategy,” ​said Nitin Passi, joint managing director of Lotus Herbals.

This follows Lotus Herbal’s 100% acquisition of certified organic Ayurvedic brand Soul Tree in 2020.

As a strategic partner, Mehrotra said Lotus Herbals can help Fixderma gain access into new markets on its quest to expand its brand reach. Furthermore, she believes the backing of a trusted brand like Lotus Herbals can help generate more brand trust for Fixderma and FCL.

“We can achieve better and faster results by leaning on its experience, network and resources. The partnership gives a competitive advantage and allows us to extend a broader range of opportunities. In addition, it shall offer skill sets and services that differentiate us from our competitors,” ​she said.

Mehrotra told CosmeticsDesign-Asia​ that South East Asia is the primary area of focus for brand expansion. FCL, in particular, has been experiencing tremendous success in Vietnam.

Till last year, the company had focused on offline distribution as it fits well with its derma beauty positioning, said Mehrotra.

FCL, for instance, is currently available in the leading marketplaces and pharmacies across India.

However, with the acceleration of e-commerce in the pandemic era, the company is now taking an omnichannel approach towards its expansion.

“Fixderma and FCL were not present on e-commerce since it's a dermatologist-recommended brand… in October last year, we realised a colossal potential for a skin care brand like us in this domain,”​ said Mehrotra.

She added the company is now aiming to make its brands available on “prestigious online channels” ​to further its goal of becoming the fastest-growing skin care brand in the derma beauty segment.