Under The Microscope

Real-time consumer feedback, micro-community reviews, proliferating “skintellectuals” — there is never a dull day in business for Shaily Mehrotra of Fixderma.

- By Team BrandSutra

The skincare market has come a long way from blind trust and glossy promises. Today’s consumer reads ingredient lists, questions claims, and expects brands to explain not just what works, but why. This rise of the “skintellectual” has fundamentally altered the beauty and personal care landscape, placing science and transparency at the centre of brand credibility.

Few Indian brands have been built with this reality in mind from day one. Founded in 2010, Fixderma operates at an intersection of dermatology and accessibility. In a conversation with CO-Founder & CEO Shaily Mehrotra, she unpacks how consumer behaviour is reshaping skincare, trends she grapples with, and what it takes to build lasting relevance ina category where loyalty is rare.

Edited excerpts from the interview...

What gap in the market were you aiming to address with Fixderma?

My husband Anurag and I, saw a need for skincare that combined dermatological precision with accessibility. Fixderma was created to bridge that gap, offering science-backed solutions for real skin concerns like acne, barrier repair, hydration and pigmentation.