What Foxtale does

Foxtale Cosmetics is a privately held, direct-to-consumer skincare brand founded in 2021 and headquartered in Mumbai, India. The company formulates and sells science-led skincare and body care products targeted at Indian skin types and the country's climate-driven concerns—humidity, pollution, sun exposure, and higher melanin pigmentation. Its portfolio of approximately 20 SKUs spans cleansers, serums (Niacinamide, Vitamin C–Glutathione, Retinol, Collagen-PDRN), moisturizers, sunscreens (matte, dewy, tinted, body glow), masks (clay and overnight), and a dedicated body care sub-brand called Hula Hoop. Differentiated formulation platforms include the HydraPearl Balance System, Double Encapsulation for controlled-release actives, the 8% De-TanX Complex, and what the brand markets as India's first After-Sun Reset System.

The company sells primarily through its owned e-commerce site (foxtale.in) and mobile app, which together account for roughly 50% of revenue, complemented by listings on Nykaa, Amazon India, and Flipkart. Marketing is digital-first and heavily influencer/creator-driven on Instagram, YouTube, Facebook, and X, supported by an SEO blog, an affiliate program, and the FoxCoins loyalty cashback program. Products are unit-priced in a ₹200–₹700 band (e.g., ₹249 face wash, ₹345 brightening moisturizer, ₹445 oil-control moisturizer, ₹645 serums, ₹999 "Buy 3" bundle), and clinical study claims range from 94–98% users reporting visible improvement across flagship SKUs.

Foxtale has cumulatively raised approximately $56 million across seed (~₹5.5 crore, 2021), pre-Series A ($4M led by Matrix Partners India, 2022), Series B ($18M led by Panthera Growth Partners, June 2024), and Series C ($30M led by Japan's KOSÉ Corporation, January 2025). The KOSÉ investment formalized a co-development partnership for India-specific products leveraging KOSÉ's permeate technology. The company reports 1.5M+ customers, a 50% repeat purchase rate, FY25 revenue of Rs 199 crore (nearly tripling YoY), and FY25 net loss of Rs 73 crore as it continued aggressive marketing and category expansion. Founder Romita Mazumdar leads the company and has publicly targeted Rs 1,000 crore in revenue within three years.

Name

Foxtale

Legal name

FOXTALE COSMETICS

Website

https://foxtale.in

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

51–100 employees

Short description

Foxtale is a Mumbai-based, science-led direct-to-consumer skincare and body care brand founded in 2021 that formulates and sells clinically tested products—serums, moisturizers, sunscreens, masks, and body care under its Hula Hoop sub-brand—for Indian skin types through foxtale.in, marketplaces, and a mobile app, serving more than 1.5 million customers.

Ownership category

akta.pro rank

Product category

Skincare and Body Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Dermocosmetics & Medical-Grade Skincare (CRABAAAF)

akta.pro secondary industries

Sensitive Skin & Barrier Repair (CRABAAAG), Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC), Sun Care & After-Sun (Non-color) (CRADANAH)

Keywords

• Skincare products
• Body care
• Direct-to-consumer beauty
• Anti-acne serums
• Brightening moisturizers

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Personnel, Technology or R&D, Operations

Revenue model

1. Direct-to-Consumer (DTC) E-commerce: Foxtale generates revenue primarily through direct sales via its owned website (foxtale.in), accounting for approximately 50% of total revenue. Products are sold at retail prices with occasional promotional discounts.
2. Marketplace Sales: Foxtale sells through third-party marketplaces including Nykaa, Amazon, and Flipkart, contributing a portion of total revenue alongside DTC sales.
3. Bundled / Combo Product Sales: Foxtale offers bundled deals such as 'Buy 3 @ 999' and volume discounts, encouraging higher average order values through multi-unit purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

Foxtale formulates and sells science-led, clinically tested skincare and body care products targeted at Indian consumers, addressing concerns including acne, oiliness, dullness, pigmentation, dehydration, and aging. The brand sells directly to consumers via its owned website (foxtale.in) and through third-party marketplaces (Nykaa, Amazon, Flipkart), offering approximately 20 SKUs across cleansers, serums, moisturizers, sunscreens, masks, and body care products under the Hula Hoop sub-brand.

Product overview

Foxtale is a science-led direct-to-consumer (D2C) skincare brand founded in 2021 by Romita Mazumdar, headquartered in Mumbai, India. The company offers high-performing skincare and body care products formulated specifically for Indian skin types. The product portfolio includes cleansers (Super Glow De-tan Face Wash, Hydrating Face Wash), serums (12% Niacinamide Clarifying Serum, 10% Vitamin C-Glutathione Advanced Brightening Serum, Cell Renewal Collagen-PDRN Serum, Retinol Night Serums), moisturizers (Vitamin C & Papaya Enzyme Daily Brightening Moisturizer, Oil Balancing Moisturizer with Niacinamide & Cica, Nourishing Ceramide Moisturizer), sunscreens (Glow Sunscreen SPF 50, SPF 70 Matte Finish Sunscreen, SPF 50 Tinted Fluid Sunscreen), masks (Skin Radiance De-Tan Mask, Overnight Glow Mask, Cherry-Collagen Clay Mask), and toners. Additionally, Foxtale operates a body care sub-brand called Hula Hoop featuring body washes, roll-on deodorants, body lotions, body scrubs, and body sunscreen. Products emphasize active ingredients including Niacinamide, Vitamin C, Retinol, Ceramides, Salicylic Acid, Glycolic Acid, and Papaya Enzymes with claims of clinically proven visible results. The brand sells through its own D2C channel (foxtale.in) and marketplace platforms including Nykaa, Amazon, and Flipkart.

Differentiator

Problem solved

Functional benefit

Brands

• Hula Hoop: Bodycare sub-brand offering body washes, body lotions, body scrubs, roll-on deodorants, and body sunscreen products

Products and services

• Vitamin C & Papaya Enzyme Daily Brightening Moisturizer India's 1st moisturizer that works like a daily facial, formulated with Vitamin C, Papaya Enzyme, and 5-Ceramide Complex. Targets dullness and uneven skin tone with claims of visible brightening from first use and reduction of dark spots in 3 days.
• 12% Niacinamide Clarifying Serum Clinically proven serum with 12% Niacinamide and Azelaic Acid that controls oil, reduces acne, and fades dark spots in 14 days. Features Advanced Acne Correction System targeting the acne cycle in 3 ways with Double Encapsulation Technology.
• 10% Vitamin C-Glutathione Advanced Brightening Serum Advanced brightening serum with 3-O-Ethyl Ascorbic Acid (most stable form of Vitamin C) and Glutathione. Targets 8 key skin concerns including dullness, pigmentation, uneven skin tone, and melasma with claims of brightening in 3 days.
• Oil Balancing Moisturizer with Niacinamide & Cica Oil-free moisturizer powered by HydraPearl Balance System that balances oil for 8+ hours while providing intelligent hydration. Contains Niacinamide, Azelaic Acid, and Cica Extract for non-greasy, pearl-like glow.
• Super Glow De-Tan Face Wash Daily tan remover and glow booster with Papaya Enzymes and Vitamin C. Provides deep pore-cleansing for instant glow with 100% sulphate-free and soap-free formula.
• 8% De-Tan Body Wash Body wash with 8% De-TanX Complex featuring India's first After-Sun Reset System. Contains Glycolic Acid, Lactic Acid, Niacinamide, and Calendula Extract to visibly reduce tan from first use while repairing skin barrier.
• Glow Sunscreen SPF 50 (In-Vivo Tested with PA++++) Celebrity-approved sunscreen that prevents tan and boosts glow. In-vivo tested with PA++++ rating for broad-spectrum protection.
• SPF 70 Matte Finish Sunscreen for Oily Skin High SPF 70 sunscreen with matte finish specifically formulated for oily skin, providing 8-hour oil-free sun protection.
• Cell Renewal Collagen-PDRN Serum New launch serum that increases skin's natural cell renewal for firm and radiant skin using Collagen and PDRN (Polydeoxyribonucleotide).
• Skin Radiance De-Tan Mask Bestseller viral purple mask that de-tans and brightens skin in just 10 minutes using Brazilian Purple Clay, Kaolin Clay, and French Pink Clay.
• Overnight Glow Mask Trending overnight mask providing salon-like brightening facial with Glycolic and Lactic Acid for skin renewal.
• Cherry-Collagen Clay Mask New launch clay mask that plumps, firms, and hydrates skin using Cherry Extract and Collagen.
• 0.15% Retinol Night Serum Night serum with 0.15% Retinol that preserves youthful radiance and promotes healthy cellular turnover.
• 0.3% Retinol + Ferulic Acid Serum Advanced anti-aging serum combining 0.3% Retinol with Ferulic Acid to fight 8 signs of aging.
• Nourishing Ceramide Moisturizer Barrier-repairing moisturizer with Ceramides for deeper hydration, suitable for dry and sensitive skin.
• Hydrating Face Wash Dual-action cleanser and makeup remover with Hyaluronic Acid for hydrating dry skin without stripping.
• SPF 50 Tinted Fluid Sunscreen with Niacinamide Tinted sunscreen with Niacinamide that prevents tan, blurs pores, and brightens skin with multiple shade options.
• Hula Hoop Body Care Sub-brand Clinically proven, active-based body care sub-brand featuring body washes, roll-on deodorants, body lotions, body scrubs, and body sunscreen with fun fragrances and textures.
• Golden Armour Body Glow Sunscreen SPF 50 with PA+++ Body glow sunscreen with SPF 50 and PA+++ rating, provides golden glow while preventing tan and fading pigmentation. In-vivo tested formula.
• 5% Exfoliating Body Acne Wash with Salicylic Acid & Zinc PCA Body wash with 5% Salicylic Acid and Zinc PCA that gently exfoliates for smoother, acne-free skin.
• Brightening Body Lotion with Niacinamide & Kojic Acid 4-in-1 body lotion with Niacinamide and Kojic Acid for brightening, hydration, tan removal, and even skin tone.
• Foaming De-Tan Body Scrub Foaming body scrub that reduces tan, smoothens texture, and restores brightness.
• Gift Sets Curated skincare gift sets for various occasions and skin concerns.

Quantifiable outcome

• Over 1.5 million customers served since 2021 founding
• +6 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• KOSÉ CorporationcoreStrategic or Co-development Partner · 1 January 2025KOSÉ invested in Foxtale Consumer in Mumbai in 2025 as part of its strategy to expand in global south markets, aiming to increase market share from 3% to 12% by 2030. The partnership involves co-developing products leveraging KOSÉ's permeate technology suitable for Indian skin with higher melanin pigment.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Minimalist: India-based D2C skincare brand founded in 2020 with science-backed, active-ingredient formulations targeting acne, pigmentation, and anti-aging. Closely comparable in positioning, ingredient-led messaging, and target consumer to Foxtale.
• mCaffeine: India D2C skincare and body care brand leveraging caffeine-based active formulations. Direct competitor to Foxtale in the science-led, ingredient-first D2C skincare space with overlapping body care sub-categories.
• Pilgrim: India-based D2C beauty brand covering skincare, haircare, and body care with active-ingredient formulations sold via website and Nykaa, Amazon, and Flipkart. Directly comparable D2C model and marketplace distribution mix.
• WOW Skin Science: India-based beauty and personal care brand with a broad skincare, body care, and haircare portfolio distributed D2C and via marketplaces. Comparable category breadth and digital-first Indian beauty positioning to Foxtale.
• Plum (Plumfinity): India D2C beauty brand with vegan, cruelty-free skincare and body care positioning. Comparable to Foxtale in D2C-first Indian beauty targeting ingredient-conscious consumers.
• Dot & Key: India D2C skincare brand focused on actives-led face serums, moisturizers, and sunscreens. Emerging competitor with analogous category mix, target customer, and digital distribution model.
• Sugar Cosmetics: India D2C color cosmetics and skincare brand with strong marketplace and own-site presence. Comparable D2C-first go-to-market and digitally-native Indian consumer targeting.

Broad incumbents

• Honasa Consumer (Mamaearth): One of India's largest D2C beauty and personal care platforms (parent of Mamaearth, The Derma Co., BBlunt). Overlaps with Foxtale across clean, science-led Indian skincare and is significantly larger and more diversified.
• Cetaphil (Galderma): Global dermatologically-tested skincare brand owned by Galderma. Comparable to Foxtale's sensitive-skin, barrier-repair, and clinically proven positioning but at much larger scale and broader geographic footprint.
• Nykaa (FSN E-Commerce Ventures): India's leading beauty and personal care omnichannel retailer with a large owned-brand portfolio. A channel partner and direct competitor to Foxtale's first-party D2C, operating at vastly broader scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/foxtaleskin
• YouTubeyoutube.com/c/FoxtaleSkin
• Facebookfacebook.com/foxtaleskin
• Instagraminstagram.com/foxtaleskin

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds5 records

Investors8 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Foxtale