Fix My Curls, a haircare brand, has secured an undisclosed sum in a seed funding round spearheaded by Amazon’s small and medium businesses-focused venture fund Smbhav Venture Fund.
The funding round also saw participation from India Quotient and DSG Consumer Partners.
The company will utilize the newly acquired funds to expand its product stack, drive innovations, strengthen its leadership team, and expand its customer base in tier II and III cities.
Established by entrepreneur Anshita Mehrotra in 2020, Fix My Curls, headquartered in Gurugram, has garnered attention for its line of products designed specifically for curly, wavy, and coily hair textures.
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Notably, Mehrotra brings substantial experience to the beauty industry, given her family’s establishment of Fixderma, a skincare brand renowned for its dermatological products. Transitioning from journalism, she embarked on founding Fix My Curls, driven by a vision to fill the longstanding gap in the Indian curly hair market with a tailored product line.
Fix My Curls provides an array of haircare items, encompassing shampoo, conditioner, accessories, and styling products, among others. Sourcing its ingredients from France and Germany, the startup ensures top-notch quality. Notably, its flagship offerings, like the curl-quenching hair butter and hair gel, are devoid of parabens and silicones, embodying a vegan and cruelty-free ethos across its entire product line.
In the haircare sector, Fix My Curls contends with competitors such as Curl Up, Amazing Grey, Anveya, and Zeme.
Mehrotra expressed, “Through innovation and a commitment to inclusivity, Fix My Curls is not merely reshaping haircare, but gradually evolving into a symbol of representation and acceptance within the Indian beauty scene.”
Fix My Curls has expanded its reach to 11 countries, spanning Germany, Romania, and Malaysia. Its products are readily accessible on prominent e-commerce platforms such as Amazon, Nykaa, and Blinkit, in addition to its official website.
In 2021, Amazon introduced its INR 1,850 crore (approximately $250 million) Amazon Smbhav Venture Fund, dedicated to driving the digitization of small businesses, fostering agri-tech innovations to enhance farmer productivity, and promoting healthtech solutions for improved universal healthcare access.
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Capital from the fund has already been allocated across diverse sectors, supporting ventures like FreshtoHome, XYXX, Hopscotch, Fitterfly, Cashify, The Good Glamm Group, M1xchange, smallcase, and Innovist.
In the past 18 to 24 months, the venture fund has broadened its focus to encompass opportunities in fintech products and services, e-commerce services, consumer brands, gaming, electrification, machine learning, and social media offerings.
