India, Oct. 14 -- For as long as Anshita Mehrotra can remember, conversations at her home were all about cosmetic formulations, ingredients, and consumer behaviour. For Mehrotras, beauty wasn't just another industry but a family business.

Her mother, Shailey Malhotra, had built Fixderma into one of India's trusted skincare brands, serving millions of consumers. And the obvious path for Anshita was to step into an already successful business.

Instead, she chose a road less trodden.

After graduating in Canada and returning to India in 2018, Mehrotra began exploring a gap in the beauty market that's worth tapping into. And it didn't take long to find one. Like millions of Indians with naturally curly hair, she knew the daily struggle of k...