Anshita Mehrotra

Anshita Mehrotra, founder of Indian haircare brand Fix My Curls
Company: Fix My Curls
Launched: August 2019

Fix My Curls is a hair care brand that is curated to cater to naturally textured hair.

Curly and textured hair has traditionally been an underserved category in the beauty segment. Notably, the global beauty and personal care space is projected to be a $660 billion market that is expected to reach $2.7 trillion in market cap by 2027. This category has emerged as a leading segment in the consumer brands space, outpacing other buckets like fashion and packaged food and beverages, even in terms of growth rate and gross margin. The proliferation of e-commerce and increased consumer spending have given the sector a big boost.

Fix My Curls was founded to address the lack of paraben, silicone, and sulfate-free hair care brands in India. The company’s formulations are free of wax, drying alcohols, and mineral oil. Headquartered in Gurugram in India, the company’s formulations are available across the country. The company also ships to 10 other countries.

Driven by a personal need for a homegrown, clean hair care brand that could suit textured hair, Anshita Mehrotra launched Fix My Curls in August 2019. Anshita is a journalism major from the Penn State World Campus in Pennsylvania, and was 19 years old when she decided to launch the brand.