In a market where new skincare brands launch almost every single day on Instagram, it’s easy to get lost in the noise. Influencer reels and flashy packaging might grab attention for a second, but Shaily Mehrotra, the founder of Fixderma and FCL, and currently one of the judges at Shark Tank India Season 5 believes that long-term success isn’t about being the loudest.
In an exclusive interview with Financial Express, Mehrotra said, “Conversations about skincare have become very trend-driven. But customers eventually come back for performance. If a product actually works, people stay loyal, even if the market is crowded.”
Fixderma started over 15 years ago, well before skincare was a viral obsession. Instead of chasing whatever was popular on social media, the brand focused on ‘dermaceuticals,’ clinical solutions for real skin issues that need scientific backing and consistency.
‘Our growth comes from credibility’
For Shaily, building a brand was never about taking marketing shortcuts. Fixderma spent over a decade earning the trust of dermatologists before becoming a household name. Today, over 15,000 dermatologists prescribe their products.
“Our growth comes from credibility,” Shaily told Financial Express. “You can’t build that kind of trust overnight with a clever ad campaign. It takes years of proving that your formulations actually do what they say on the bottle.”
By owning their manufacturing unit in Neemrana, Rajasthan, the brand keeps a tight grip on quality. This ‘science-first’ approach has kept them relevant even as newer, aggressive brands try to take over the digital space.
The “Shark” perspective on foundations
Shaily’s focus on long-term fundamentals also guides her as a judge on Shark Tank India. While she looks at the revenue numbers, she doesn’t think they are the whole story. To her, a business is only as strong as the person behind it.
“Numbers show discipline, but founders build the company,” she says. When she sits in the Tank, she looks for clarity and honesty. She values founders who admit when things are hard and are willing to change their strategy when needed. For her, a solid business plan is nothing without a committed and authentic leader.
A pitch that proved persistence
While many Shark Tank stories are about what happens on camera, one founder made an impact on Shaily by what she did after the show. During her time on the show, she says she didn’t come across many traditionally emotional pitches, but one founder stood out for a very different reason and that was relentless grit. “She felt she hadn’t been fully heard on the Shark Tank stage,” Mehrotra said.
“Instead of waiting for the episode to air, she took initiative and travelled from Kolkata to Noida and then to Gurgaon, showing up at my office just to represent her vision.” The experience left a lasting impression. “Many people stop at the 99th strike of the hammer, just as the stone is about to break,” she says. “It’s the 100th strike that makes the difference. Her journey reminded me that sincere effort never goes in vain.”
The road ahead for Fixderma
Looking forward, Fixderma is avoiding the trap of expanding too fast. Instead of launching dozens of new categories, they are doubling down on what they already do well. This includes their hair care line, Kairfoll, and their baby care range, Hoopoe.
The plan for the next few years is simple: refine the products, strengthen clinical testing, and grow into new international markets like Eastern Europe. For Shaily, scaling up isn’t about moving fast, it’s about being more reliable and efficient.
