PNS|HYDERABAD
With a brushstroke of innovation and a decade of expertise in the cosmeceutical cosmos, Shaily & Anurag Mehrotra has masterminded Fixderma’s ascent to dermaceutical dominance. Their skin-deep understanding and unrelenting passion have etched its name in the skincare firmament, illuminating a path to radiant skin health for countless individuals. As CEOs and co-founders, their visionary leadership has transformed it into a trusted guardian of skin wellness, leaving an indelible mark on India’s skincare landscape!
Beyond simply producing high-quality items, what were some crucial choices that enabled you to grow?
In 2010, it started up by concentrating on sales through networks of physicians and chemists. Although we started exporting to Southeast Asian countries as early as 2011, our business were mainly focused in India till 2019. For a number of years, this paradigm worked well for us, but by 2018, it was obvious that our growth was leveling out. We made the strategic decision to change course after realising that customer behaviour was changing and that India’s internet and e-commerce market was expanding quickly. Digital sales significantly increased during the COVID-19 epidemic and we onboarded several online platforms. This expansion quickened after the pandemic, which allowed us to successfully enter offline retail channels as well. By expanding our reach and speeding up our scalability, this omnichannel strategy has ushered in a new era of it’s growth, one in which we will continue to innovate and engage with customers in India and abroad.
How can you maintain your skincare products’ scientific backing while making them relatable to regular customers?
We blend science and simplicity. Dermatologists create each product and research backs it up, but we also make sure it’s easy for people to understand and utilise. Because skincare might feel overwhelming, we place a high value on straightforward communication in all of our materials, including packaging, content and expert-led videos. Our straightforward job is to create skincare products that are comfortable and effective for everyday usage. We carefully consider the needs of actual people, from busy mothers to teenagers with acne, and provide solutions that work with their everyday routines. One skin story at a time, it is how we have established trust.
Interestingly, it wasn’t typical to transition from marketing to cosmeceuticals at the time. How did you handle uncertainties or difficulties in the beginning?
To be honest, it wasn’t simple. I had no technical experience in cosmetics or medicines, having come from marketing, so naturally, I had doubts about myself as well as others. But rather than just selling attractive packaging, I realised I wanted to make goods that truly helped people with actual skin problems. I consulted specialists, asked plenty of questions and gained knowledge every day. I kept reminding myself why I started, even if there were times when I felt uncomfortable, particularly as a woman in a field that was mostly focused on science. I believe that having a different perspective from outside the industry allowed me to see things more from the perspective of the consumer rather than just the lab.
How do you think today’s boundaries between beauty and pharmaceuticals are evolving? Is the term “dermaceutical” only a catchphrase or something more?
Dermaceuticals—also known as cosmeceuticals—occupy a special place in between cosmetics and medications. Although they don’t require a prescription, they go beyond conventional cosmetics by treating particular skin issues like melasma, acne, dryness, hyperpigmentation and early aging. Dermatologists frequently like these formulations since they enhance medical therapies and hasten the appearance of results. The names “cosmeceutical” and “dermaceutical” may sound like industry jargon, but they refer to a rapidly expanding category of high-efficacy skincare products that consumers are increasingly choosing. The modern consumer is knowledgeable and appreciates safe and efficient clinical-grade products. Every composition is thoughtfully created with a specific issue in mind, grounded upon science.
How do you resolve conflicts as a couple and business partners when important choices need to be made?
Like any other couple, we certainly have our share of arguments. Knowing our individual strengths, however, has been what has worked for us. Since we’ve organically established our own areas inside the company, we rely on one another’s strengths and make every effort to avoid ego while making important decisions. Sometimes we need to agree to sleep on it, take a break, or discuss it during a stroll. At work and at home, we remind ourselves that we are all on the same team. Finding common ground ultimately comes down to respect for one another and a common vision.
To what extent does the dermatology community in India influence your research and product ideas?
To us, the Indian dermatological community is extremely important. We view them as genuine collaborators who assist us in determining what people actually need, not just as specialists. Their daily interactions with patients provide us with insightful information that influences the way we create our goods. Their input helps us develop skincare products that are not only delicate and appropriate for Indian skin and climate, but also effective, as they have firsthand experience with the actual skin problems. To be honest, we wouldn’t be where we are now if it weren’t for their assistance.
How do you establish and preserve its credibility in the age of skincare influencers? Trust is something you have to win every day in the skincare industry of today, where everyone is voicing their opinions. For us, that entails being open and honest about the ingredients and processes that go into our goods. We want people to feel secure and knowledgeable about what they’re putting on their skin, not just to purchase. Through direct community engagement or our team of dermatologists, we also believe in genuine connections. We are reminded of the need of trust by hearing their experiences and witnessing their changes. Being a part of people’s self-care journeys is more important than merely selling skincare products.
Your goods use both cosmetic and medical use. With the shift in tendencies toward wellness and self-care, how do you maintain that balance?
For us, skincare is the intersection of science and self-care. Our approach finds equilibrium between comprehensive medical research and the increasing public demand for wellness and holistic care. We continue to focus on clinical efficacy, but we also give top priority to creating solutions that are caring and beneficial while also integrating easily into everyday life. These days, consumers look for goods that not only solve their skin problems but also advance their overall health. It aims to strike that balance by combining ingredients that are gentle, approachable and enjoyable to use with proven dermatological benefits. This combined focus keeps us ahead in an area where research and experience are equally vital.
Have you ever had an unexpected idea for a product, advertising campaign, or leadership style that came from your travels?
Gaining direct exposure to a variety of skincare markets and new trends has been made possible via foreign travel. We may see how international corporations innovate, introduce new products and interact with customers by going to major industry events like Cosmoprof. These experiences provide important insights that guide our own strategy and product development, enabling it to remain innovative and competitive in a market that is changing quickly.
Which do you believe will be the largest obstacle for skincare companies going forward: biotech, sustainability, or artificial intelligence?
I really think that sustainability is more than just large sums of money or rapid expansion. Although many new brands invest a lot of money in growing rapidly, in the end, quality, excellent customer service and operating a profitable business are what count most. It’s difficult to sustain a brand over time without these three. Sometimes just paying attention yields the best ideas. Consider one of our greatest successes, Nigrifix. We wondered why no one was taking action after observing so many patients with dark spots on their knees and elbows visiting dermatologists. We therefore came up with a solution and it was the first to introduce it in India and other countries. That kind of practical understanding is what motivates us.
