Objective:

This post is part of my branding audit series, and this one dives into Fix My Curls, an Indian haircare brand catering to curly and textured hair. The goal was to explore how a purpose-led brand can mature its identity without losing its emotional edge. I focused on identifying mismatches in tone, evolving customer expectations, and how packaging, positioning, and platform presence could evolve to reflect a more confident, community-rooted D2C brand.

What I Focused On:

• Deep-dived into FMC’s tone of voice, from quirky and functional to potentially more aspirational and intuitive
• Analyzed packaging, naming, and visual identity for clarity, relatability, and shelf recall
• Explored opportunities for emotional storytelling through founder POV, rituals, and curl-care nostalgia
• Suggested how the brand could shift from “problem-solving” to “lifestyle identity”

Time Taken: 2–3 days (brand mapping, customer review scan, storytelling proposals)

Tools Used: Notion, LinkedIn, FMC Website, ChatGPT for copy refinement

Who Should Check This Out:

Indie D2C founders, especially those building for niche audiences in the beauty, wellness, or identity-led lifestyle categories. This is especially helpful if your brand is moving from early-stage relatability to scale-ready sophistication without losing soul.

Let’s connect if you’re in that messy middle, rebranding, rethinking, or just ready to reflect who your customer has now become.