Did you know that, according to a survey, 87% of Indians prefer long and straight hair over bouncy curls? And, 71% of Indians find short, coloured and curly hair less beautiful than long and straight hair in women. But is it fair to let society dictate a certain standard of beauty as acceptable over everyone? In times when we are becoming more open and accepting towards our natural differences, is it still fair to let society affect how you should keep your hair? Definitely not, is what Anshita feels, a girl with natural curly hair.
Meet Anshita Mehrotra, the founder and CEO of “Fix My Curls,” is a perfect example of someone who, inspired by her own hair problems, established a curl care venture and encouraged people to embrace their tight coils and loose waves as they are.
The “Why” Behind The Brand
Anshita, hailing from Varanasi, grew up with curly and wavy hair, and throughout her life, she struggled with managing it. She tried everything from Keratin treatments to smoothening and blow-dries to achieve the perfect hair look. However, all these methods damaged her hair to such an extent that she began actively searching for solutions to heal them. She scoured the internet in search of curl-care products available in India, but her searches got almost no results. She noticed a considerable demand-supply gap in Hair Care products in India and realized that importing them from other countries could cost quite a fortune.
She was a media student who majored in Journalism at Penn State World Campus, Pennsylvania. But motivated by her own hair issues, she gave up the media line and took a leap into the hair care industry with the goal of helping people facing similar challenges. Her family was already running a skincare brand called “Fixderma,” so she was very much familiar with the beauty industry. She started by analyzing different hair-care markets in America and Europe. Using their insights, she crafted a product range suitable for the Indian audience, focusing on affordability and effective formulations.
“Fix My Curls”: Building A Community, Embracing Natural Hair
In 2019, Anshita launched her hair care brand, “Fix My Curls,” with the strategy of introducing solutions to address frizzy, curly, and textured hair concerns. Based in Gurgaon, “Fix My Curls” is making people fall in love with their hair by offering exceptional hair care products. Their product range includes shampoos, conditioners, styling products (such as gels and creams), and satin accessories for pre and post-hair wash routines.
What sets the brand apart is that all its products are PETA-certified, vegan, and cruelty-free. They are free from sulfates, silicones, mineral oils, and parabens, making them suitable for all hair types. Their products primarily focus on maintaining moisture and protein balance and are tailored to different hair types, including curly, wavy, coily, and straight hair. Through her brand, Anshita has illustrated that by offering proper care for curly, wavy, or frizzy hair, the reliance on salon treatments can be significantly reduced.
From Local Roots To Global Heights
Now “Fix My Curls” stands out as one of the most popular names in the Indian hair care industry. They have successfully sold over 435,000 products to more than 120,000 users. In 2022, it generated a gross revenue of INR 7.2 crore and started establishing its international presence. Currently, it ships to a total of 11 countries, including Germany, Romania, Nepal and Saudi Arabia, among others. Speaking about the brand’s digital growth, its Instagram page, which started with a modest 500 followers, now boasts a community of over 69k.
Anshita has received multiple awards for her popular brand, such as the Assocham (Haryana) Women Entrepreneur of the Year Award in 2021 and the Assocham MSME (Haryana) Most Promising Brand of The Year in 2022.
Anshita's "Fix My Curls'' represents more than just a brand; it embodies a thriving community of individuals with wavy, curly, or textured hair, supporting each other and promoting greater acceptance of curly hair diversity. Her story serves as a beacon, encouraging individuals to embrace their natural beauty and distinct identity. Her success shows that determination and a drive for positive change can lead to global impact.
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