Fix My Curls Bags Seed Funding From Amazon Fund, Others To Boost Its Haircare Portfolio

Haircare brand Fix My Curls has raised an undisclosed amount in a seed funding round led by Amazon’s small and medium businesses-focused venture fund Smbhav Venture Fund. 

The round also saw participation from India Quotient and DSG Consumer Partners.

The startup plans to use the fresh funding to scale up its product stack, advance innovations, strengthening leadership team and boosting customers base in tier II and III cities.

Founded by Gurugram-based entrepreneur Anshita Mehrotra in 2020, Fix My Curls claims to have gained traction for its range of products tailored specifically for curly, wavy and coily hair types. 

It is pertinent to note that Mehrotra is no stranger to the beauty business as her family already runs Fixderma, a skincare brand which specialises in dermatological products. After having quit her journalism midway, she started Fix My Curls in a bid to create a space for the Indian curly hair market which was unattended for many years, along with a dedicated range of products.

Fix My Curls offers a range of haircare products including shampoo, conditioner, accessories and styling products, among others. The startup procures its ingredients from France and Germany. Its flagship products such as curl-quenching hair butter and hair gelly are paraben- and silicone-free and all its products are vegan and cruelty-free.  

It competes with the likes of Curl Up, Amazing Grey, Anveya and Zeme in the haircare vertical space.

“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,” said Mehrotra.

Fix My Curls has its presence across 11 countries,  including Germany, Romania, and Malaysia. The brand’s products are available across major ecommerce platforms like Amazon, Nykaa, and Blinkit, apart from its website.

In 2021, Amazon unveiled its INR 1,850 Cr (around $250 Mn) fund Amazon Smbhav Venture Fund, focused on digitisation of small businesses, agri-tech innovations to raise farmer productivity and healthtech for quality universal healthcare.

The fund has already deployed capital across various sectors, backing companies such as FreshtoHome, XYXX, Hopscotch, Fitterfly, Cashify, The Good Glamm Group, M1xchange, smallcase and Innovist.

Over the last 18-24 months, the venture fund’s focus has expanded to include opportunities in fintech products and services, e-commerce services, consumer brands, gaming, electrification, machine learning and social media offerings.