Mumbai, July 11 -- Skincare company Fixderma is taking a markedly different approach from most direct-to-consumer brands-focusing on operational profitability, exports, and limited offline expansion.

The Lotus Herbals-backed brand saw its sales grow 30% in 2024-25 and is targeting a 55% rise in 2025-26, said Shaily Mehrotra, its co-founder and chief executive.

Instead of high marketing spends or rapid category expansion, the Gurugram-based firm is doubling down on dermatology-led products and controlled channel growth. "We're not looking to be everywhere or do everything. There's still headroom in our core category," Mehrotra told Mint.

Skincare company Fixderma is taking a markedly different approach from most direct-to-consumer brand...