Foxtale transitions to House of Brands with launch of new bodycare line
This launch establishes the brand as a multi-brand player in India’s rapidly growing beauty and personal care sector.
INDIA – Beauty brand Foxtale has made a strategic move by expanding its portfolio and launching a new bodycare vertical, Hula Hoop by Foxtale, marking its transition into a House of Brands model.
Hula Hoop by Foxtale includes an initial lineup of four products: Brightening Body Wash, Exfoliating Body Wash, Brightening Body Lotion, and Exfoliating Body Scrub, each targeting specific body skin concerns.
This new brand focuses on delivering scientifically advanced, dermatological-grade body care solutions for issues such as body acne, pigmentation, keratosis pilaris, dryness, and overall skin wellness.
The brand is set to expand its portfolio to 13–14 SKUs in the near future, covering exfoliation, brightening, and ultra-nourishing ranges.
Romita Mazumdar- Founder & CEO of Foxtale & Hula Hoop by Foxtale shared, “This is not just about launching a new brand; it’s about building a portfolio that can meet the evolving needs of consumers across multiple categories.”
“Our ambition is to create category-defining brands rooted in efficacy, scientific rigour and customer obsession.”
The company is targeting Rs 150 crore (USD 18.1 million) in revenue from the bodycare segment next year and aims for even higher operational leverage, with repeat-purchase cycles and strong demand signals in this category.
Foxtale’s broader retail footprint includes 800 BA stores and over 7,000 general trade outlets, with half of its revenue coming from its D2C website and a 50% repeat purchase rate.
Positioned as a “problem-solving body care” brand, Hula Hoop by Foxtale seeks to fill a gap in the Indian market for efficacious, sensorial, and dermatologically validated body care products.
The brand’s approach is described as “serious science with a fun twist,” aiming to make body care both effective and enjoyable for a new generation of consumers.
Foxtale recently raised USD 30 million in Series C funding led by Japanese beauty giant KOSÉ Corporation, following a USD 18 million Series B round in 2024, further fueling its expansion plans.
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