Noodles, poodles, rowdies, chaos, and more! Even though he claims 60% of the world’s population has curly/wavy hair, curly hair mostly falls under the category of “non-ideal hair types”. Straight hair is easy and manageable, which is why most girls and women prefer it, or at least most people find it ideal. Lose hair care products make it easier to manage.

Brands like Fix My Curls are making waves on beauty/hair product racks and beautiful minds for good reason.Anshita Mehrotra spearheaded the decision to build Fix My Curls.

She also managed to add some accessories to her dressing wardrobe. For example, straight she irons and many oils, shampoos, conditioners, etc. from the market that are expensive and don’t care much for curly hair types. Alternatively, you can just buy products for straight hair. Or get ripped off by a fellow buddy, or make multiple trips to the salon to undergo temporary and possibly harmful chemical treatments such as smoothing and straightening.

But she derailed for better reasons and the whole community flaunting her natural hair texture and making waves.

“Fix My Curls offers a hair care range specifically targeted to non-straight manes, including slightly curly, wavy and extra-rich curly hair textures. , boasts a tight-knit community of people who flaunt their curly or wavy, textured hair rather than complaining about it, and who simply embrace all their innate features rather than ‘treating’ them. Anshita Mehrotra, Founder and CEO of Fix My Curls, said:

Building strong communities

What makes the brand stand out is the community building aspect. The brand does not aim to be just a product-focused brand, it wants to build a community of people who embrace their hair!

“Not only this, we want to be the one-stop brand for everyone with curly/wavy or textured hair in India. We don’t just offer our customers consultations, access to haircare quizzes, curling accessories, and a range of 10 products in 3 sizes, we are dedicated to affiliate marketing, building relationships with influencers and customers for every product we launch. We practice community building through consistent feedback from people,” she argued.

Bet big on the marketplace

The brand’s online retail strategy is a combination of performance marketing + influencer marketing + affiliate marketing. All of this depends on the type of campaign you run, how long it runs, and the results your brand expects. Some campaigns increase brand awareness, while others generate direct revenue.

“D2C is great and we use it to collect great data, but marketplaces like Amazon are still our bread and butter. This is because the CAC is low due to organic large-scale footfall,” she explained.

Digital marketing: pave the way

The brand’s digital focus is a sharp mix of performance marketing and organic word-of-mouth outreach from highly engaged grassroots influencers with low followings. This combination is perfect for getting customers at the top of the funnel and making sure they reach the final stage of learning about the product and why buying it is good for their hair.

“We use Amazon as our price monitor market because we can compare our competitors across India in the same or similar market. Our prices range from Rs 250 for one small tube to a larger pack of 5 Up to Rs 4,000! The best responses came from Maharashtra, Karnataka, Tamil Nadu and Kerala. I’m here.

Future Plans

Fix My Curls closed for Rs 1.2 crore in FY20-21 and Rs.7.2 crore in FY21-22. This growth is due to expanding the brand’s reach in the domestic market to a total of 14. Expanded outreach from the group using affiliate marketing as a cheap way to build influencer relationships. The brand also regularly distributes to his eight countries outside of India.

“Once the busy holiday season is over, we plan to expand to salons and international markets in the second half of FY2022-23,” she concludes.