Foxtale has launched Hula Hoop, its new science-led bodycare brand, marking its shift to a House-of-Brands model. The debut range targets key body concerns with four formulations. Read along to know more.
Foxtale, the India-based beauty and personal care company, has introduced its new bodycare brand, Hula Hoop by Foxtale. The move signals its transition to a House-of-Brands strategy. The move follows the company’s reported topline GMV milestone of around ₹700 crore. Foxtale attributes its multi-brand shift to strong year-on-year growth of 250%. It also boasts a 50% repeat purchase rate on its D2C platform, creating room to scale into adjacent categories.
Hula Hoop: A science-led bodycare line for targeted concerns
Hula Hoop extends Foxtale’s clinical formulation expertise into the bodycare segment. It focuses on concerns such as body acne, pigmentation, keratosis pilaris, dryness, and overall skin health. With a lighter, more playful identity, the brand aims to make science-backed bodycare more accessible.
The launch includes four products: Brightening Body Wash, Exfoliating Body Wash, Brightening Body Lotion, and Exfoliating Body Scrub. The products are priced between ₹329 and ₹649. Hula Hoop will be available on Foxtale’s D2C website, Nykaa, Amazon, and quick-commerce channels, with broader retail expansion planned.
Business outlook supports multi-brand expansion
Foxtale projects closing the year with an Annual Recurring Revenue (ARR) exceeding INR 700 crore in GMV. The company anticipates achieving profitability next year, driven by stronger operational metrics and sustained consumer demand across digital and retail channels. This positive trajectory, Foxtale stated, will further enable its transition toward a broader multi-brand portfolio.
From the leadership desk
Romita Mazumdar – Founder & CEO of Foxtale & Hula Hoop, Foxtale:
“With Hula Hoop by Foxtale, we’re entering a new chapter in our journey. 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.”
“Our vision is to build brands that are scientifically advanced, culturally relevant and accessible at scale. Hula Hoop represents our commitment to innovation and our long-term goal of shaping the future of beauty and personal care in India.”
