Fixderma expands into baby care with new line ‘Hoopoe’

Skincare brand Fixderma has expanded into the baby care market with the launch of its new product line Hoopoe, now available on its direct to customer e-commerce store. The line features products designed to address common baby skin concerns. 

“At Fixderma, we are committed to offering solutions that address the needs of every individual, from babies to adults,” said Fixderma’s co-founder and CEO Shaily Mehrotra in a press release. “With Hoopoe, we have extended our expertise into a completely new category, with products specifically created to care for and protect the skin of our littlest customers. We understand the importance of using gentle yet effective products for babies, and Hoopoe delivers just that – safe, soothing formulations backed by science.”

Hoopoe’s maiden product range features a ‘Moisturizing Lotion,’ ‘Massage Elixir,’ ‘Gentle Hair & Body Wash,’ ‘Anti-Itch Lotion,’ ‘Mild Sunscreen,’ ‘Anti-Rash Face Cream,’ and ‘Diaper Rash Cream.’ Using natural ingredients, the products address skin issues including dryness, eczema, and diaper rashes.

“With Hoopoe, we’re not just launching another babycare range- we’re setting a new standard,” said Fixderma’s chairman Anurag Mehrotra. “Parents today want reassurance when it comes to their baby’s skincare, and that’s exactly what we’re offering. Our products have been rigorously tested, and we have certifications to back their safety and efficacy- something no other brand in the category has right now. It’s about trust, and we’re proud to bring that level of credibility to the babycare space.” 

Fixderma launched in 2010 as a dermatologist-prescribed skincare brand and opened its first flagship store in Gurgaon in 2024. The business today exports to over 40 countries worldwide. 

“We see tremendous potential by expanding into the babycare segment,” said Fixderma’s CMO and e-commerce head Preetam Jena. “Fixderma is not only diversifying its product portfolio but also positioning itself as a trusted brand for families seeking high-quality, effective solutions for their children’s skincare needs. This launch marks a strategic milestone in our growth trajectory, as we continue to innovate and strengthen our market presence globally.”