Meet Fixderma’s CEO Shaily Mehrotra to Unlock Brand Success Story

Skincare solutions shouldn’t come with hidden chemicals, yet most do. In a market where “clean label” is often just a sticker, Fixderma built trust by merging dermatology with everyday skin solutions honestly.

At Masters’ Union, Pratham Mittal, founder and CEO, hosted Shaily Mehrotra, Founder and CEO of Fixderma, for a masterclass on building a brand that stands for truth in a crowded skincare industry. Students witnessed a story of perseverance, experimentation, and innovation, a roadmap for young founders aiming to combine science, honesty, and business strategy.

Points of the Discussion:

1. Importance of transparency in skincare solutions

2. How Fixderma products balance dermatology and daily use

3. Lessons for founders on building trust from scratch

How Fixderma Addressed a Trust Gap in the Skincare Industry

Shaily Mehrotra identified a significant gap: consumers were often misled by skincare products that were either too clinical or purely marketing-driven. Many brands exaggerated benefits, hid ingredients, or failed to address real skin concerns.

Fixderma’s approach was simple but revolutionary: create dermatologist-tested skincare solutions that were accessible, reliable, and transparent. The brand began with acne and daily moisturisers, gradually expanding to anti-aging, sunscreens, and sensitive skin products.

Scaling to 32 countries, Fixderma demonstrated that Indian skincare solutions could compete on the global stage. Students at Masters’ Union were struck by how a brand that began in a small lab in India became a trusted name worldwide.

Insights from Fixderma’s Approach:

1. Addressed the trust gap in a crowded skincare industry

2. Focused on dermatologist-tested, everyday skin solutions

3. Global expansion showcases the strength of Indian skincare

Fixderma Products: Where Dermatology Meets Everyday Skin Solutions

Fixderma skincare products stand out for being both scientifically rigorous and easy to use. Each product is dermatologist-backed, with clear ingredient labels and benefits that consumers can understand. This combination of science and simplicity sets Fixderma apart in the skincare industry.

For example, Fixderma’s acne solutions are formulated with clinically proven ingredients that work on multiple skin types without causing irritation. Anti-aging creams are adapted for different climates, ensuring they remain effective in both humid and dry environments. Sunscreens comply with local regulations in each country, balancing protection and skin comfort.

Community-driven engagement also played a role in product development. Reviews and user stories are incorporated into iterative product improvements, creating a loop where consumers directly influence formulations.

What Distinguishes Fixderma Products:

1. Dermatologist-backed formulations for efficacy and safety

2. Transparent ingredient labels and clear benefits

3. Products are adapted for climate and regulatory requirements globally

4. Consumer feedback drives product innovation

Building Brand Trust Beyond Advertising

In the masterclass, Shaily emphasised that consumers today are savvy. “They don’t buy ads—they buy trust,” she explained. Fixderma’s brand strategy avoided gimmicks like inflated claims or overused buzzwords like “natural” or “organic.” Instead, the company focused on delivering real results consistently.

Brand Trust Strategies:

1. Authentic storytelling that resonates with consumers

2. Honest communication without marketing exaggeration

3. Reliable products that generate organic word-of-mouth

Practical Advice for Aspiring Skincare Entrepreneurs

Shaily shared actionable strategies for students who aspire to build skincare or consumer brands. The first step is always research: identify gaps that matter to users, not just trends that look profitable. Collaborating with dermatology experts early ensures credibility, while educating buyers about product benefits builds lasting trust.

Testing and refining products is crucial. Mistakes are inevitable, but transparency and accountability convert challenges into opportunities for trust-building.

Entrepreneurial Strategies Inspired by Fixderma:

1. Identify real market gaps and unmet consumer needs

2. Collaborate with dermatology experts for scientific validation

3. Educate consumers on the benefits and usage

4. Treat mistakes as opportunities to strengthen credibility

Scaling Fixderma Products Globally

International expansion is about more than ads or marketing budgets. Fixderma’s success abroad relied on adapting products for local climates, adhering to regulatory standards, and understanding cultural preferences.

For instance, sunscreens sold in Europe are adjusted for local skin sensitivities, while formulations for Southeast Asia consider higher humidity and different sun exposure. Digital channels like e-commerce and social media helped Fixderma reach consumers quickly, enabling fast feedback and iterative product improvements.

Global Expansion Lessons:

1. Regulatory compliance is crucial for trust and safety

2. Products must be tailored for climate and skin type

3. Digital channels accelerate market penetration and consumer connection

Using Digital Channels and Communities to Innovate

Social media is more than marketing—it is Fixderma’s informal R&D and consumer insight tool. Micro-communities, forums, and product reviews provide data that shapes future iterations of products. Listening carefully to users helps the brand relaunch improved solutions quickly.

Digital and Community Engagement Strategies:

1. Use social media for real-time feedback and product testing

2. Target micro-communities for relevant solutions

3. Adapt products based on consumer insights and preferences

Building Brand Trust Through Honesty

Fixderma’s reputation has been built on accountability. When batches failed or ingredients needed revision for international compliance, the team was transparent about the issues. Continuous innovation, coupled with a culture of integrity, helped the brand maintain credibility while scaling globally.

Core Principles Behind Fixderma’s Trust:

1. Mistakes are opportunities to reinforce credibility

2. Continuous product innovation ensures relevance

3. Transparency and accountability strengthen consumer loyalty

Shaily Mehrotra’s Advice for Young Founders

Authenticity, Shaily noted, outweighs flashy advertising. Defending your community and listening carefully to their needs ensures that products are relevant and trustworthy.

Guiding Principles for Entrepreneurs:

1. Authenticity must guide all brand decisions

2. Build and maintain community loyalty

3. Prioritise listening to consumers over pushing sales

FAQs

1. What are the key Fixderma skincare solutions for common skin problems?
   Fixderma offers dermatologist-backed solutions for acne, anti-aging, sunscreens, and sensitive skin, delivering transparent and effective results.
2. How did Fixderma scale its products internationally?
   Through local adaptations, regulatory compliance, and digital channels to reach global consumers while maintaining dermatology standards.
3. What sets Fixderma apart in the Indian skincare industry?
   Transparent ingredients, clinically backed formulations, and consistent results differentiate Fixderma from other brands.
4. What can aspiring entrepreneurs learn from Fixderma?
   Identify real gaps, partner with experts, educate consumers, and maintain honesty in branding.
5. How does Fixderma maintain consumer trust?
   Through consistent product performance, transparent communication, and responsiveness to feedback.