Young-Mind Entrepreneur Anshita Mehrotra Captures Market with Women-Led Beauty Brand

Anshita Mehrotra, founder of Fix My Curls, is also becoming a symbol of women led leadership in global beauty who is applying the approach of founder first to seize an expanding niche market using a young mind. In the year 19, at the age of 19, Mehrotra realized that there was a gap in the Indian market of hair care: there were no products available in the market that would appeal to the needs of curly hair among Indian women, as most of the global brands did not pay much attention to them. She started Fix My Curls as a direct to consumer brand, centered on sulfate free formulas, inclusive shade ranges, and community content that appealed to a generation of digitally savvy consumers. The brand has developed a loyal customer base, counseled in the tier 2 cities and started to export to the neighboring markets within several years and they form the basis of a new story of women led entrepreneurship in the personal care category. 

The trend of Mehrotra is an indication of how the most successful women leaders are redefining the categories internally. Instead of attempting to scale with large multinationals, she created a nimble, data-driven brand, which takes into account user-feedback, launches limited edition products, and hires social media influencers and celebrities who promote the idea of naturally curly hair. This approach has enabled Fix My Curls to get an unfair share of the curly hair market in India and create a niche issue that is a high growth and profitable vertical. Her entrepreneurial achievement has also shown the desire of other young female entrepreneurs to start category specific brands, including shade inclusive makeup as well as menstrual care products, as a more widespread cultural change that would result in broader market creative power being used by females.