Founded by Romita Mazumdar in February 2021, Foxtale launched four basic products, depicting a four-step skincare routine. Since then, the startup found a product-market fit and claims to have a repeat rate of 50%. Foxtale also claims that it only launches products after 97% of its community approves of their efficacy. Foxtale will compete with the listed startup Nykaa, unicorn D2C beauty brand Mamaearth, along with multiple other brands in the segment such as WOW Skin Science and SUGAR Cosmetics, among others.
