Fix My Curls builds in-house quick commerce for beauty niche

Fix My Curls, the Indian beauty brand founded by Anshita Mehrotra, has built its own quick-commerce engine from scratch, Inc42 reported. The move allows the company to control delivery times, inventory, and customer experience without relying on third-party platforms.

The decision follows a broader trend in India’s quick-commerce sector, where brands are shifting from convenience-driven models to building proprietary logistics networks. When we covered the industry’s pivot on 13 October, we noted that players are increasingly using delivery speed as a brand differentiator rather than just a service. Fix My Curls’ approach aligns with this strategy, though the cost of maintaining an in-house fleet may not scale as efficiently as partnerships with established quick-commerce platforms.

The timing coincides with regulatory scrutiny in the sector. The Food Safety and Standards Authority of India (FSSAI) is drafting dedicated rules for quick-commerce players, including stricter controls on expiry dates and product handling, as we reported on 13 October. For a beauty brand, this could mean tighter compliance requirements, but also an opportunity to stand out by ensuring fresher, safer deliveries.

Fix My Curls’ model contrasts with competitors like Firi, which raised $3 million in September for its beauty-focused quick-commerce play. While Firi leans on external delivery partners, Fix My Curls’ in-house system suggests a bet on vertical integration—one that could pay off if the brand balances reliability with margins.

Sources: inc42.com