Indian skincare business Foxtale has announced its shift from a direct to customer label to a house of brands as it launches Hula Hoop by Foxtale. The new brand offers targeted body care in an expansion of the business’ flagship skincare portfolio.

 
“With Hula Hoop by Foxtale, we’re entering a new chapter in our journey,” said Foxtale and Hula Hoop by Foxtale’s founder and CEO Romita Mazumdar in a press release. “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.”
 
Positioned as “problem-solving body care,” Hula Hoop by Foxtale aims to deliver derm-grade solutions for concerns including body acne, pigmentation, keratosis pilaris, dryness, and overall skin health. The brand launched on December 9 with four products comprising a Brightening Body Wash, Exfoliating Body Wash, Brightening Body Lotion, and Exfoliating Body Scrub, available on its own e-commerce store and with a number of multi-brand retailers.

Hula Hoop by Foxtale is planning continued retail expansion in the coming months. “Our vision is to build brands that are scientifically advanced, culturally relevant and accessible at scale,” said Mazumdar. “Hula Hoop represents our commitment to innovation and our long-term goal of shaping the future of beauty and personal care in India.”
 
Over the past year, Foxtale has reported 250% year-on-year growth and a 50% repeat purchase rate on its direct to customer website. The business also announced that it has crossed the Rs 700 crore milestone in topline GMV.