Unravelling the portfolio: Foxtale

Unravelling the portfolio: Foxtale

Brief about startup
Foxtale is a community-first skincare brand. Foxtale is building a D2C Brand focused on creating scientifically backed skin care products for women. Foxtale aspires to give a product which is reasonably and affordably priced, while solving for efficacy of the product.

Vision and mission

The vision is to create a range of products for Indian women of all skin types, belonging to places with diverse climatic conditions, and ensuring that it remains their partner at every stage of life. The mission is to create a INR 1000cr brand that solves skin problems in a scientific manner.

Genesis

After spending years in the Venture capital and finance spaces, I realised that there is a big gap in the skincare market in India. It is heavily dominated by traditional players such as Fair and Lovely, Ponds, etc. and the new age players have been unable to grab a market share, due to a lack of consistent results. Another problem with skincare for women in India is the changing needs of women every week, based on their biological cycle, their area of residence and the climatic conditions of that specific time. Hence, there was a strong need to have products which can solve for the varying needs of women and at the same time, provide long lasting results consistently.

Market opportunity

The total market size of skincare products in India in 2020 – $2 Bn and is projected to reach ~ $3 Bn by 2025. In India, there is a need for players who can deliver consistent results at affordable prices.

5 year plan

The 5-year plan for the company is to expand distribution across India and to command a high repeat rate of 70%-80%. We are building a company that accelerates every year to a revenue of 1000cr in the next 5 years. The company prides itself in understanding women and while our core expertise is skincare, we hope to be every Indian woman’s companion through her self-care journey.



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