From helping thousands embrace their natural texture to building one of India’s most recognisable textured haircare brands, Fix My Curls has played a key role in changing the conversation around curls and waves. In this conversation, founder Anshita Mehrotra reflects on entrepreneurship, community-building, the evolution of textured haircare in India, and the lessons she has learned along the way.
When Lavenderoom first spoke to Anshita Mehrotra, Fix My Curls was already helping reshape the way Indians thought about textured hair. What began as a mission to help people understand, embrace, and care for their natural curls has since evolved into one of the country’s most recognisable textured haircare brands, supported by a loyal community and a growing presence in an increasingly competitive market.
Meet the Founder
Anshita Mehrotra is the founder of Fix My Curls, one of India’s pioneering textured haircare brands. What began as a mission to help people understand and care for their natural curls has evolved into a thriving community and category-defining business. Through education, product innovation, and advocacy, she has helped make curly and wavy haircare more accessible for Indian consumers.
In this conversation, Anshita reflects on the next chapter of Fix My Curls, the myths and misconceptions that continue to shape curly haircare, and what excites her most about the future of textured hair in India.
1. When we last spoke, you mentioned reaching 50,000 organic followers as a major milestone. What would you say has been the biggest milestone for Fix My Curls since then, and how has your definition of success changed?
I remember when 50,000 followers felt huge because, back then, it meant people were finally listening to a conversation that barely existed in India. Looking back now, I think the biggest milestone has been watching Fix My Curls grow into a brand people genuinely trust.
The rebrand was definitely one of those defining moments too. It wasn’t just about changing our logo or packaging; it reflected how much we’d grown, how much we’d learnt, and how our community had evolved alongside us.
Success has changed a lot for me. Earlier, I looked at numbers, followers, orders, milestones. Now I think about the emails we receive, the DMs from people who’ve finally started wearing their natural hair confidently, or someone who’s been with us since day one and still chooses us years later. That’s the kind of success that stays with you.
2. The textured haircare space in India has become significantly more crowded over the last few years. How do you ensure Fix My Curls continues to stand out beyond just product performance?
I actually think it’s exciting. When we started, people questioned whether textured haircare was even a category. Today, there are so many brands entering the space, which means more people are finally talking about textured hair. For us, it’s never just been about selling products.
Education has always been a huge part of what we do. We spend a lot of time listening to our community about what they’re struggling with, what they’re confused about, what’s changed in their routines and that usually shapes what we create next. At the end of the day, products can always be copied. A community built on trust is much harder to replicate.
3. If someone discovers they have textured hair today and can only buy one product from Fix My Curls, what should it be and why?
I’d probably say our Leave-In Cream. If you’re just discovering your natural texture, I genuinely think it’s the best place to start. It’s one of those products that does a little bit of everything, it provides lasting moisture, helps reduce frizz, makes your hair more manageable, and gives your natural pattern the support it needs without feeling overwhelming.
One thing I always tell people is that textured hair doesn’t have to mean a complicated 10-step routine. Sometimes, one well-formulated product is enough to completely change how your hair looks and feels. A good leave-in creates the foundation for healthier, more defined hair, and from there you can build a routine that’s right for you.
4. What’s the biggest curly hair myth you still see being spread on social media in 2026?
That there’s one perfect routine. I completely understand why people fall into that trap because social media makes it look like if you buy exactly what someone else uses, your hair will magically look the same. But textured hair just doesn’t work that way. Your density, porosity, haircut, climate, even the water in your city can completely change how products perform. The best routine isn’t the one that’s trending; it’s the one that works for your own hair.
5. Many people begin a curly hair routine and suddenly feel like they’re losing more hair. Is curly haircare causing hairfall, or are people simply noticing the natural shedding they weren’t seeing before?
This is probably one of the questions we get asked the most. In most cases, it’s not that you’re suddenly losing more hair. Curly hair naturally holds onto shed strands, so instead of seeing them fall every day like someone with straight hair might, you notice them all together on wash day. It can definitely look alarming. Of course, if you’re seeing excessive shedding over a long period, that’s worth looking into separately. But simply starting a curly routine isn’t what causes hairfall.
6. Bonnets, satin pillowcases, pineapple methods, there’s a lot of advice online. What actually makes the biggest difference overnight?
If I had to choose just one thing, it’d be reducing friction. Whether that’s a satin pillowcase or a bonnet, protecting your hair while you sleep makes a surprisingly big difference over time. Less friction means less frizz, less breakage, and your curls hold their shape much better. The fancy techniques are great, but consistency always wins.
7. People often manage to define their curls but still struggle with flat roots and volume at the crown. Is this a styling issue, a haircut issue, or simply genetics?
I think it’s usually a combination of haircut and styling technique. A great haircut can completely change how your curls sit and how much natural lift you get at the roots. Beyond that, simple styling techniques, like applying products with your head flipped over, root clipping while your hair dries, or diffusing with the right technique can make a huge difference to volume at the crown.
8. What surprised you most after the rebrand? Was there a consumer insight or behaviour shift you weren’t expecting?
Honestly, I was surprised by how emotionally invested our community was. We knew people loved our products, but seeing how much they cared about the brand itself was really special.
What I didn’t expect was how quickly people accepted the change. Rebrands can be unsettling, especially when you’ve built a loyal community over the years. We expected people to miss the old look or take time to warm up to the new identity, but instead, what we saw was an incredible amount of trust. People understood that while the packaging and visuals had evolved, our values hadn’t. It also reinforced something we’ve always believed that people don’t just buy products, they buy into a brand’s purpose. The rebrand gave us the confidence to tell our story more boldly, and it was reassuring to see our community grow with us rather than resist the change.
9. Building a brand often comes with immense pressure and self-doubt. During difficult moments, what has helped you stay grounded and keep moving forward?
I’ve realised that self-doubt never completely goes away, it just changes shape. Whenever things feel overwhelming, I come back to why I started. Every time someone tells us they finally feel confident wearing their natural hair or that our content helped them understand their hair better, it reminds me that we’re building something much bigger than products. And honestly, I’ve also learnt that you don’t have to carry everything alone. Trusting my team has probably been one of the biggest lessons of this journey.
10. If you could have a conversation with your younger self on the day you started your journey, what would you tell her?
I’d probably tell her to stop waiting until she feels ready. I spent so much time worrying about whether I knew enough or whether people would understand what I was trying to build. Looking back, I realise you figure most things out while you’re doing them. I’d also remind her to enjoy the process a little more. I think founders spend so much time chasing the next milestone that they forget to celebrate how far they’ve already come.
11. When people read your story years from now, what do you hope they remember you for—not as a founder, but as a person?
I hope they remember that I made people feel seen. That, to me, has always been the heart of Fix My Curls. It was never just about haircare, it was about helping people feel comfortable with something they’d often been told to change. If, years from now, someone says they felt more confident because of something we built or something I shared, I think that would mean more to me than any business milestone ever could.
Read More:
Embracing Curls: The Inspiring Story of ‘Fix My Curls’
A Curly Girls Guide To Monsoon Hair Care
11 Empowering Hair Affirmations That Will Help You Manifest Healthy Tresses
