BRIEF23 brings you insights and inspiration from Shaily Mehrotra, CEO and Founder, Fixderma – a leading cosmecutical company, established in 2010.
Shaily writes on invitation and exclusively for our special series BRIEF23, which features industry stalwarts, thought leaders, industry captains, business heads, brand custodians and other C-suite heads from diverse companies across sectors, size and scale, sharing their learnings from 2022, and guidance and inspiration to help empower professionals for the upcoming FY 2023-24.
With over a decade of rich experience in the cosmeceutical industry, Shaily Mehrotra is the CEO and Co-founder of Fixderma India Pvt Ltd, a brand that offers uniquely formulated skincare solutions backed by science. The products are proudly recommended by the best dermatologists in India.
With over two decades of professional experience in sales and marketing, Shaily has played a crucial role in changing the face and approach of the Indian skincare industry. Her vision was to introduce skincare solutions that not only work on improving the appearance but also change and improve the way your skin works. With her passion and commitment, she co-founded Fixderma Skincare and their premium range, FCL in the year 2008. Under her leadership, the brand has emerged as the Dermaceutic giant of the country and exports to more than 35 countries of the world.
Apart from being a successful entrepreneur, Shaily is also a compassionate social worker. She has incorporated social responsibility in the business model of Fixderma India Pvt Ltd. Their NGO based out of Varanasi: ‘Fix my life foundation’ works for the rehabilitation of children & women belonging to underprivileged and vulnerable sections of society.
BRIEF23 by Shaily Mehrotra – Fixderma
2022 defined: 2022 defined itself to be a year of conscious skincare choices. Post-pandemic, we have seen huge awareness and positive changes in skincare consumption. From the usual fairness products and fake claims, consumers have moved towards dermatologist-approved and recommended skincare.
Actives, serums, chemical exfoliation, and sunscreen are the few categories that witnessed huge acceptance and uproar. The Dermaceutic segment has seen a huge GR of 4.7% and is expected to achieve a GR of 10.2% by 2030.
On track, ahead of, or trailing the pack?: Well, we have seen steady growth across the quarters of 2022. We are proud to say that we received a GR of 87% in 2022. Overall we saw a huge growth in awareness, understanding, and sales in the hyperpigmentation and sunscreen category of products.
We also witnessed a rise in the demand and sale of the chemical exfoliation range which includes our AHA15 Lotion, AHA lightening gel as well as AHA lightening gel HQ.
Lessons learnt: The lesson I have learnt at the business level is that one should never let any failure demotivate you. Brace yourself up, gather your energy, and start working towards the next milestone.
At the professional level, my biggest learning is that learning should be an ongoing process. Never ever let your learning stop.
Looking ahead: Skincare as an industry has not only become more evolved and serious but also has seen a cheerfully massive growth rate. The market which was valued at INR 129.76 Bn earlier in 2020 now is expected to expand with an aggressive CAGR of 8.22% by 2025 with an overall value of INR 191.09 Bn.
Every day a new skincare company is launched, since there are no entry barriers but the most challenging and difficult part here is sustenance. Some of the barriers are product differentiation and social media advertising cost which has gone up to 45% since 2020.
Dermaceutic as a sub-segment of skin care is the most evolving sector with rising awareness and lifestyle. Fixderma as a veteran brand, is on an expansion spree.
We are building our team bigger and with more expertise in the business and marketing domain to not only strengthen our presence in the existing market but also penetrate new regional areas to have a more substantial presence in South India.
And here’s how we’ll do it!: When we started Fixderma, we had a clear and honest objective in mind: To evolve the skincare industry of India. To establish the importance of skin health. We have come a long way and being the pioneer of the dermaceutic industry in India, we have made significant changes in the skincare domain.
Our plan going ahead is to become the category leader in the segment of sunscreen and hyperpigmentation. We intend to proceed in this direction through thought leadership and expertise. We aim to educate the customers on skin health, and how hyperpigmentation can be prevented and arrested with the right skincare products.
It really bothers me to see how little awareness exists in our country on the issue of hyperpigmentation and the importance of sun protection. People believe in hiding imperfections under makeup but how about the damage to the skin?
Our top priorities for 2022 are to establish awareness of hyperpigmentation and melasma amongst the TG, be the information leader in the segment, and hence expand the consumer base for the same.
We want everyone to take sun protection. Melasma is another issue that is widely ignored in our nation. Our vision is to make our audience aware of the seriousness of this issue and start taking care of them on time and be in the best skin health.
Advice: I have to begin this answer with one of my favourite quotes by Steve Jobs: “If you really look closely, most overnight successes took a long time.”
My advice to budding entrepreneurs and aspiring leaders will always be to avoid any shortcuts to success. Because there isn’t any. Be sincere in your efforts and goal, and your achievement will always be sustainable.
One big learning/realization: I always believe that learning is in abundance around you. You just need to be observant. I draw extreme happiness from animals. Well, in my case, my furry little friend, my beagle, marbles.
I have learnt it’s very important to spend time with yourself, your thoughts, and yourself. It is important to ensure you keep your mind and body healthy and have a routine no matter what.
The quote or thought that’ll inspire me in 2023: Well, an entrepreneur’s life is always full of challenges, learning, and inspiration. The thought that inspires me always and will sure do even to take on 2023 with a new energy is the one by Susan Butcher: “I don’t know the word ‘quit.’ Either I never did, or I have abolished it.”
Success, failure, risk, experiments, highs, and lows are all a part of the journey when you are working towards a dream. The important thing is to never quit.