It all started with Romita Mazumdar’s frustration as a consumer.

 

Growing up, her mother ingrained in her the importance of healthy skin over makeup. But when she returned to India after studying in the U.S., the skincare products she had relied on didn’t work in India’s climate.

 

Romita spent years searching for alternatives, only to find brands pushing fleeting trends—be it Korean “glass skin,” ubtans, or green apple extracts—without delivering real results.

 

Working as a venture capitalist, she noticed the same issue: brands were more focused on marketing than on creating effective products.

 

That’s when the idea for Foxtale was born.

In 2021, amidst a wave of D2C startups in Beauty & Personal Care, Foxtale emerged with a bold mission: to demystify and democratise skincare for Indian consumers.

 

Three years later, the numbers speak for themselves:

 

🔥 ₹83 Cr revenue in FY24
🔥 50% sales from its own platform
🔥 ₹250 Cr raised in Series C funding
🔥 Plans to expand to 50,000 offline stores

 

But how did Foxtale scale so fast in an industry dominated by legacy players and fleeting trends?

 

Let’s dive into their growth playbook 👇

Foxtale’s Success: From ₹20 Lakhs To ₹83 Cr in Just Two Years

Foxtale’s growth has been nothing short of meteoric.

 

The secret? Customer obsession.

 

Romita personally interviewed 1,000 women before launching Foxtale to understand their needs. Their biggest complaints?

 

▶️ Products weren’t delivering visible results.

▶️ Skincare felt like a luxury, not a necessity.

 

Foxtale answered these concerns with products designed for consistency, affordability, and efficacy.

 

From identifying product formulations to finalizing packaging, consumer feedback shaped every step.

 

Foxtale products boast a 50% repeat rate, ensuring that every new SKU becomes a favorite.

 

 

Foxtale SKU's

 

The Gutsy ₹50 Cr Spend On Advertisements & Promotions

Domination was the goal. 

 

This wasn’t reckless spending. It was a calculated risk, designed to build nationwide awareness, stand out in a crowded market, and drive

exponential growth.

 

And the results speak for themselves.

 

Revenue grew by 6X in FY24 🚀

 

Their biggest marketing wins came from precision targeting 👇

 

☑️ Foxtale audited every campaign, refining their Google Ads strategy to target the right audience.

☑️ ROAS (Return on Ad Spend) jumped to 3, a 65% improvement in efficiency.

 

Revenue from these campaigns grew by 120% in just three months.

 

 

Foxtale's Instagram Post

 

The Omnichannel Aggression On All Fronts Worked Wonders For Foxtale

Foxtale’s sales strategy is a masterclass in balance.

 

50% of sales come from their website.

 

Another 40% comes from platforms like Amazon, Nykaa, Flipkart, and Myntra.

 

This digital-first approach has been key to reaching India’s digitally savvy millennials.

 

Guided by a land and expand strategy, Foxtale has focused on dominating one platform before moving to the next, ensuring sustainable growth.

 

Makeup and skincare are tactile experiences. Customers want to see, touch, and try before buying. Foxtale understood this and began its offline journey strategically.

 

❇️ Currently present in 10+ cities across general trade

❇️ Plans to scale to 50,000 stores in 30 cities

❇️ Offline revenue already contributes 10% of total sales and is growing steadily

 

 

About D2CX

 

Foxtale x KOSÉ: The Partnership For The Future

n 2024, Foxtale announced a ₹250 Cr Series C funding round, led by Japanese beauty giant KOSÉ Corporation.

 

This partnership is more than just an investment. It’s a strategic alliance to blend Foxtale’s understanding of the Indian market with KOSÉ’s advanced R&D capabilities and global expertise. 

 

The funding will enable Foxtale to:

 

💠 Scale faster: Expand offline, increase product SKUs, and strengthen their supply chain.

💠 Innovate deeper: Develop cutting-edge skincare solutions tailored for Indian consumers.

 

“This collaboration is poised to redefine beauty standards in India, a multi billion-dollar market,” says Romita.

 

The Bold Brand Identity Of Foxtale Never Fails To Deliver

Foxtale isn’t afraid to be bold, and their collaborations reflect that.

 

From working with relatable influencers to crafting campaigns that celebrate authenticity, their brand voice is confident, fearless, and empowering.

 

 

Foxtale Revenue Growth

 

 

With innovation as its core and customer delight as its compass, Foxtale is poised to lead the next chapter of India’s D2C skincare revolution.

 

As Romita puts it, “Entrepreneurship isn’t about numbers—it’s about creating something people love. And we’re just getting started.”

 

The revolution in Indian skincare has another feather to the hat. And that’s Foxtale.