Fix My Curls expands product offering with hair oil

By

Isabelle Crossley

Published
Aug 29, 2022

Hair care brand Fix My Curls has expanded into hair oil with its new launch ‘Scalp and Strands Elixir Hair Oil’ as the brand continues to grow its community online.

Fix My Curls’ latest launch is a hair oil containing 11 different oils, as well as retinol and seaweed, the brand announced on Facebook. The hair oil, the brand’s first in the category, is priced at Rs 770 and retails from the brand’s dedicated e-commerce store. 
 
“We didn’t want to make just another hair oil. The multitasking formulation offers heat protection up to 30 degrees, scrunches out your gel cast, and encourages growth from the root,” brand founder Anshita Mehrotra told Elle India about the launch. “We’ve followed the ideology that scalp is skin, and if your scalp isn’t given the right environment to thrive in, your hair won’t thrive either.”

The brand, which launched on social media on Instagram in 2019, and accrued around 500 followers that year on the platform, now counts an online Instagram community of over 44,000. “I believe what got us here is that we aren’t focused on being a product-centric brand, but instead building a community-centric brand filled with like-minded people; people who want to embrace the texture they naturally have,” said Mehrotra.