Fix My Curls - Brand Strategy / Creative Direction / Social Media / Sales & Operations / Packaging
CHALLENGE
In a country where haircare has upheld a single beauty ideal: straight, smooth, and silky, Fix My Curls wanted to challenge the definition of ‘good hair’, change the narrative around 'unruly' hair and make a mark in an industry sitting on untapped potential of a huge customer base.
Anshita, founder of Fix My Curls, came to us with a vision: build a brand that celebrated curls, waves, texture and everything in between.
Fix My Curls is a leading curly & wavy hair-focused haircare brand founded in 2019 which has significantly grown in the Indian market with its thoughtfully designed products.
BRAND STRATEGY
Our Approach : Flip the script. Normalize textured hair, not as a trend but as an identity. Show consumers that what’s been labeled “unruly” is actually powerful, personal, and worthy of care on its own terms.
With a cross-channel marketing strategy, we created a communication framework that tied together voice, visuals and values. From product copy to campaign strategy, every message reinforced FMC’s mission: textured hair doesn’t need fixing, just the right care.
IN REVENUE
SALES + OPERATIONS
We designed integrated systems to align sales goals, inventory and fulfillment, laying the foundation for scale. From backend workflows to cross-team coordination, these improvements helped streamline growth. The result? A 500% increase in sales in just one year.
CREATIVE DIRECTION
Photography & Packaging
A target-audience driven approach was used to direct photoshoots and packaging design with balanced vibrancy and communication that made sense for the contemporary demographic.
FOLLOWERS ON INSTAGRAM
SOCIAL MEDIA
Through in-depth customer research, we mapped the everyday frustrations of people with textured hair and turned them into actionable design insights.
From to social media to emails, we made sure every asset spoke something important and led to a tangible goal.
IN CONVERSIONS
Emails & Ads