Foxtale has taken a decisive step toward becoming a larger beauty powerhouse with the launch of its new bodycare brand, Hula Hoop by Foxtale. The move signals the company’s shift into a House of Brands structure, expanding its reach beyond the skincare category where it built its reputation. The Bengaluru-based company said the launch is backed by months of internal R&D work and a clear demand gap in science-led bodycare, a segment it believes has been underserved despite fast-rising consumer interest.
Hula Hoop arrives at a time when Foxtale is posting some of its strongest numbers since inception. The company reported a 250 per cent year-on-year surge in business over the past twelve months, strengthened by a repeat purchase rate of nearly 50 per cent across its direct platform. This performance, according to the company, has provided both the financial room and confidence to expand into adjacent categories and create a portfolio that can grow at scale.
Founder and chief executive Romita Mazumdar said the new brand is built for customers looking for targeted, derm-grade solutions for concerns like body acne, keratosis pilaris, pigmentation and chronic dryness. She added that the focus is on products that are outcome-driven and backed by the same formulation discipline that shaped Foxtale’s early success.
At launch, Hula Hoop will offer four products priced from ₹329 to ₹649, including two body washes, a lotion and an exfoliating scrub. The products will go live on the brand’s D2C site along with Nykaa, Amazon and leading quick-commerce platforms. Wider offline expansion is expected through the coming months.
Foxtale is on track to close the year with more than ₹700 crore in annualised GMV. The company expects to turn profitable next year as higher efficiencies and stronger retention metrics begin to reflect in its cost structure.
