New Delhi, 23rd May 2024 – Fix My Curls, a leading curly, & wavy hair-focused haircare brand, today announced that it has secured a seed funding round led by Amazon Smbhav Venture Fund. Other investors in this round include India Quotient & DSG Consumer Partners. This latest round of funding is intended to help Fix My Curls’ efforts in accelerating new product development, advancing innovations in hair care, and enhancing leadership & branding initiatives. It is also intended to help Fix My Curls reach more consumers in Tier 2 cities across India who are looking for effective solutions for their textured hair.

Founded by Anshita Mehrotra, Fix My Curls was born from her realization of the glaring neglect of curly hair in India’s beauty and salon industry. To bridge this gap, Anshita launched her homegrown brand, Fix My Curls, offering a comprehensive range of hair care products including shampoo, conditioner, accessories, styling products, and more.

Sharing her thoughts on the funding, Anshita Mehrotra, the founder of Fix My Curls, commented, “Through the strands of innovation and power of inclusivity, Fix My Curls is not just redefining haircare, but with time, it has become a symbol of representation and acceptance in the Indian beauty landscape. We are excited to welcome Amazon Smbhav Venture Fund into our investor group and get the backing of consumer-focused VCs like India Quotient & DSG Consumer Partners. We believe we can grow this category, educate consumers as well as our community of all textured-haired people who share their common experiences and struggles with embracing their natural hair in India.”

Abhijeet Muzumdar, VP Corporate Development, Amazon & Head of Amazon Smbhav Venture Fund said, “Our vision with the $250MM Amazon Smbhav Venture Fund is to empower the next generation of innovative startups led by strong founders. Anshita and her team at Fix My Curls are bringing a comprehensive range of products for textured hair and we are excited to partner with them for the next phase of their growth.”

Sahil Makkar, VP India Quotient also said “Anshita, along with her team have created highly differentiated and innovative products that resonate positively with those having curly, wavy, and textured hair. Drawing from her own experiences, she possesses profound customer insights, positioning her to build a large-scale, impactful brand in this niche market. We believe that this segment has long been underserved within the haircare industry and are excited to partner with FixMyCurls.”

Since its inception, the brand has expanded its presence across various marketplaces, including, Nykaa, BlinkIt, and its website. With a customer base of 1.2 lakh individuals, Fix My Curls has also entered the global arena, with products distributed to a total of 11 countries, including Germany, Romania, and Malaysia, among others.