Beauty Products & Cosmetics
Foxtale Evolves Into a House of Brands, Launches ‘Hula Hoop’ After Crossing ₹700-Crore GMV Milestone
Foxtale, one of India’s fastest-growing beauty and personal care disruptors, has officially entered its next phase of growth. The company announced the launch of Hula Hoop by Foxtale, a science-driven bodycare brand that marks its transition into a House of Brands. The move comes on the heels of Foxtale surpassing a ₹700-crore topline GMV milestone and achieving an impressive 250% year-on-year growth.
Built on Foxtale’s science-first DNA, Hula Hoop aims to innovate a long-overlooked category: below-the-neck skincare. Backed by robust R&D and clinically validated ingredients, the new brand promises to bring “serious science with a fun twist” to the bodycare aisle.
Hula Hoop: High-Science Meets High-Spirits
Recognising the rising demand for targeted bodycare concerns—such as body acne, pigmentation, keratosis pilaris and dryness—Hula Hoop by Foxtale offers derm-grade formulations designed specifically for the biology of body skin.
The brand debuts with four hero products, priced between INR 329 and INR 649:
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Brightening Body Wash
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Exfoliating Body Wash
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Brightening Body Lotion
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Exfoliating Body Scrub
Available across Foxtale’s D2C platform, Nykaa, Amazon and quick commerce channels from December 9, Hula Hoop blends clinical efficacy with a dopamine-rich, playful identity—positioning itself as the “Life of the Party” in your bathroom.
Foxtale’s Next Big Leap: Becoming a Category-Defining House of Brands
Foxtale’s expansion comes at a time of accelerating consumer trust and retention. The company reports a 50% repeat purchase rate on its D2C platform, a testament to its loyal customer base and consistently high-performing formulations.
Founder & CEO Romita Mazumdar describes the launch as a monumental step: “This is not just about launching a new brand; it’s about building a portfolio that meets evolving consumer needs across categories. Our ambition is to create category-defining brands rooted in efficacy, scientific rigour and customer obsession.”
Hula Hoop builds on the deep formulation expertise and innovation core that powered Foxtale’s success in skincare—now extended to underserved, high-potential bodycare segments.
A Strong Business Trajectory and Path to Profitability
With Foxtale set to close the year at ₹700 crore+ in Annual Recurring Revenue, the brand is on track to achieve profitability next year. Improved operational efficiencies and rising repeat rates have provided the financial strength needed to expand into multi-brand architecture.
Romita adds, “Our vision is to build brands that are scientifically advanced, culturally relevant and accessible at scale. Hula Hoop represents that commitment.”
As Foxtale accelerates its journey toward becoming a category-defining House of Brands, Hula Hoop stands as its boldest chapter yet—one that blends science, spirit and consumer-centric innovation.
