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.
IN REVENUE
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 carefully considered cross-channel marketing strategy, we created a unified 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. The system allowed the team to grow fast without losing clarity or consistency.
FOLLOWERS ON INSTAGRAM
Through in-depth customer research, we mapped the everyday frustrations of people with textured hair—frizz, breakage, lack of relevant solutions and turned them into actionable design insights.
From packaging to social media to emails, we made sure every asset spoke something important and led to a tangible goal.
CLICK THROUGH RATE
SALES CONVERSION
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.