Dermacosmetics player Fixderma India is entering a measured growth phase, sharpening its focus on offline retail expansion, overseas markets and long-term brand credibility as competition intensifies across India’s beauty and skincare landscape. Founder and chief executive Shaily Mehrotra said the company is prioritising steady scale and profitability over rapid, discount-driven growth.
The brand has recorded around 35 percent year-on-year growth so far this financial year, with expectations of further improvement as consumer demand stabilises. Fixderma currently derives close to 80 percent of its revenue from large online marketplaces such as Amazon, Flipkart and Nykaa. Its direct-to-consumer channel contributes roughly 15 percent, while quick commerce accounts for the remaining share, reflecting early but rising adoption in instant delivery formats.
Offline retail is emerging as a key pillar of the company’s strategy. Fixderma operates one exclusive brand outlet at present and plans to expand to five stores in the medium term. Beyond owned stores, the company is working towards a wider general trade presence, targeting more than 150,000 points of sale across the country. This expansion is being supported by gradual onboarding of trained beauty advisors and a stronger emphasis on secondary sales to ensure consistent sell-through.
International markets are also gaining importance. Fixderma has entered select East European countries, including Lithuania, marking its expansion into newer geographies. In the Middle East, demand is building steadily, with Qatar standing out as a strong market. The company sees growing acceptance of Indian skincare brands abroad as a positive signal for calibrated global growth.
While digital commerce continues to scale, Fixderma is cautious about rising clutter and low barriers to entry online. The brand is focusing on formulation upgrades, consumer education and trust-building rather than aggressive product launches. Quick commerce remains the fastest-growing channel, though the company is selective due to infrastructure and assortment limitations.
Looking ahead, Fixderma expects the next financial year to be pivotal as investments in retail distribution, branding and exports begin to translate into sustained, profitable growth.
