Fixderma plans to retail in over 60 countries by end of FY25

Skincare brand Fixderma plans to expand its global retail presence to over 60 countries by the end of the 2025 financial year, up from its current total of 35 territories, to reach more international consumers. 

“We are focusing on regions like Latin America, Eastern Europe, Africa, and the Commonwealth of Independent States (CIS) countries, where the potential is immense,” said Fixderma’s CEO and founder Shaily Mehrotra, India Retailing reported. “These markets are home to large populations with growing economies, creating a rising demand for skincare. Unlike saturated markets, they have fewer global players and less competition, making them prime territories for impactful growth.”

Fixderma plans to tailor its strategies in the countries it expands into to the individual market conditions of each region. In some of the areas Fixderma already retails in, the business works with a master distributor, which handles its online and physical retail operations in the country. In other areas, Fixderma sells its products on multi-brand e-commerce platforms such as Shopee and Amazon. 

“Many of these geographies are smaller markets that benefit from open trade agreements within their regions,” said Mehrotra. “Once we establish a strong presence in one major market within a sub-region, it becomes easier to expand into neighbouring countries, leveraging shared logistics, market insights, and trade pacts.”

Entrepreneurs Anurag Mehrotra and Shaily Mehrotra launched Fixderma in 2010 in Gurugram to offer skincare products to target specific issues such as hyper pigmentation and acne. The brand also plans to continue to expand in the Indian market and aims to open 10 exclusive brand outlets in the country this year.