Foxtale’s All-Natural Skincare Range Focusses On High Performance

The Origin Story

The Covid-19 pandemic transformed the definition of beauty and personal care, shining the spotlight on the goodness of safe and natural products. Romita Mazumdar, a former investment banker and venture capitalist, wanted to embrace this opportunity and create a D2C skincare brand with the focus on innovation and ingredients. She interacted with more than 3K women to understand what’s hurting their skin health and set up Foxtale in 2021 to enhance product efficacy, safety and affordability. The brand retails through its website, major ecommerce marketplaces, 1,050 offline retail stores and 50 modern trade chains like Health & Glow and Dabur NewU. Foxtale has served 5.5 Lakh consumers to date and earned INR 13.80 Cr revenue in FY23. 

The Differentiator

As Foxtale aims to resolve the pain point around efficacy, its R&D team, headed by Ramesh Surianarayanan (former R&D lead at Unilever), has identified 350+ skin types instead of the broad five. This micro-segmentation helps address skin health more effectively for 95% of the users. The brand uses EU-certified active ingredients and skin health boosters and avoids all known allergens. Raw materials are further tested in chemical analysis labs for quality compliance. Its products are made in GMP-certified units, while filling is done in temperature-controlled, sanitised units with zero human intervention for optimum safety. Every batch of 5K kg is also tested for stability and quality. Its flagship products include Vitamin C serum, hydrating cleanser and moisturiser and overnight mask, recording 40% repeat purchase month on month. 

What’s Next

Foxtale will focus on category expansion in 2024.  By 2025, it will target an ARR of INR 1K Cr with 20% positive EBITDA, launch more brands under the parent company and enhance its marketing efforts for better brand recall.

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