Fixderma skips scale, bets on core biz, profits

Skincare company Fixderma is taking a markedly different approach from most direct-to-consumer brands—focusing on operational profitability, exports, and limited offline expansion.

- Gaurav Laghate

The Lotus Herbals-backed brand saw its sales grow 30% in 2024-25 and is targeting a 55% rise in 2025-26, said Shaily Mehrotra, its co-founder and chief executive. Instead of high marketing expenditure or rapid category expansion, the firm is doubling down on dermatology-led products and controlled channel growth.