Foxtale

Mumbai-based D2C skincare brand focused on efficacy-first formulations.

Foxtale is an Indian skincare brand offering science-backed, dermatologist-approved skincare products including serums, sunscreens, cleansers, and moisturizers formulated for Indian skin types.

It maintains a 50% repeat rate and aims to achieve profitability by the end of the next financial year.

Decode your skin's need with the Skin Horoscope tool

Foxtale, founded by Romita Mazumdar in 2021, is an affordable skincare brand focused on products designed for Indian skin. Its products target issues such as acne, aging, and hyperpigmentation.

In 2024, it launched a bodycare range, supported by a consumer panel of 11,000 women.

Redeem FoxCoins for discounts, exclusively on the app

Foxtale also claims that it only launches products after 97% of its community approves of their efficacy.

According to the company, 50% of its revenue comes from its website, 40% from online marketplaces and quick commerce platforms, and the remaining 10% from offline sales channels.

Its products are available on its website and various marketplaces, including Nykaa, Amazon, Blinkit, Flipkart, and Myntra.

The brand is available on major marketplaces and in over 1,000 stores nationwide.

Redeem FoxCoins for discounts, exclusively on the app

Deepening its footprint in existing markets and strengthening its R&D capabilities to drive continuous product innovation in efficacious skincare formulations.

Advertising cost accounted for 38% of the total expense. To the tune of scale, this cost more than doubled to Rs 106 crore in FY25 from Rs 50 crore in FY24.

Foxtale was founded in 2021 by Romita Mazumdar, who began her career in tech investment banking at Bank of America Merrill Lynch before moving into venture capital at growth-equity fund A91 Partners, bringing an investor's lens to building the brand.

Foxtale's product formulation R&D is anchored by Dr. Ramesh Surin Narayanan, a veteran Unilever formulation scientist whom founder Romita Mazumdar recruited directly via a cold LinkedIn outreach to partner on solving the brand's product science.

Foxtale set up its own R&D lab in Chennai in January 2021 to develop safe, skin-penetrating formulations tailored to Indian skin, rather than relying solely on contract manufacturers for formulation.

The funding also establishes a strategic partnership with KOSÉ Corporation to enhance the Japanese firm's presence in India.

It claims to have a presence across 1,050 offline retail stores and 50 modern trade chains such as Health & Glow and Dabur NewU.

50% of its revenue comes from its website

40% from online marketplaces and quick commerce platforms

the remaining 10% from offline sales channels

Advertising cost accounted for 38% of the total expense...this cost more than doubled to Rs 106 crore in FY25 from Rs 50 crore in FY24.

Cost of material also doubled to Rs 74 crore in FY25 from Rs 34 crore in FY24.

Employee benefit expense increased by 55% to Rs 31 crore in the same period.