Fixderma's low-key, high-growth plan is new to D2C

The firm grew 30% in FY25 with revenue split across D2C (40%), doctor-led sales (30%), exports (25%), retail (5%)

- Gaurav Laghate

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

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 Gurugram-based firm is doubling down on dermatology-led products and controlled channel growth.

"We're not looking to be everywhere or do everything. There's still headroom in our core category," she told Mint.

Lotus Herbals Pvt. Ltd, which owns a 30-32% stake in the company for a ₹38 crore investment in 2021, remains a non-operational partner.