17th June 2025: Fix My Curls, India’s pioneering textured haircare brand, has announced its much-anticipated rebrand, unveiling a bold new visual identity, premium packaging, and a refreshed digital experience designed for today’s expressive and community-driven curly haired audience.
Founded in 2019 by Anshita Mehrotra, Fix My Curls sparked a movement in India’s beauty landscape by giving curly, wavy, and coily hair the space & spotlight it has long deserved. In an industry where straight hair has historically dominated, Anshita built an inclusive, science-backed brand rooted in self-expression and community.
“Fix My Curls has always been about championing its community, and when we realised our community wanted more for us, we took our time and delivered. Our rebrand is simply a makeover — giving our mission to give curly the zest it needed to move full speed ahead as a category! Our new logo is more refined and classic, yet still represents the natural S shape that curls take on, no matter how you try to change them. Our new colours are more vibrant and confident, just like our community, which is louder and larger than ever before. Our formulations remain timeless and always deliver the results our customers have long loved. We’re excited to take them with us on this new journey — with the same old feeling of coming back home, to yourself,” said Anshita Mehrotra, Founder.
This rebrand marks a significant moment in Fix My Curls’ journey as it matures into a bolder, more confident brand that reflects both the evolution of the curly hair category in India. “Over the past six years, we’ve focused relentlessly on product performance, however our visual identity just did not match up to the the magic of the experience we were delivering so consistently,” says Anshita.
The redesign was driven by customer insights, marketplace feedback, and a clear desire to create a brand that proudly stands out on mobile screens and on beauty shelves. Looking ahead, Fix My Curls aims to deepen its leadership in textured haircare, drive deeper conversation around wavy and frizzy hair textures, and push for wider salon education through its community IP, Curl Convention as well as scale up points of purchase, both online and offline.
A revamped website will offer a user-first experience tailored to different hair types, concerns, and lifestyles, with interactive elements such as curl quizzes, product comparison tools, blog content, and community-driven stories enhancing consumer engagement.
“We see Fix My Curls becoming a true household name and a benchmark in beauty innovation — from packaging to product to community experience,” says Anshita.
Fix My Curls in its new look, introduces vibrant, premium packaging, with a colour-coded system that makes it easier for consumers to build personalised routines. Cleaner fonts and a clearer product hierarchy ensure a seamless experience across both online and offline platforms. The brand’s updated visual identity features a minimal yet expressive logo, complemented by warm, inclusive brand colours that celebrate individuality and reflect the modern textured hair movement.
Fix My Curls continues to lead the way in India’s evolving textured haircare space. The brand has demonstrated a strong sales growth, from ₹1.2 crore in its first year to ₹25 crore in FY24, selling over 200,000 units in the past fiscal year. Its digital-first community now includes more than 100,000 curl enthusiasts.
