Fix My Curls started in 2019, built by Anshita Mehrotra around a gap that was obvious once someone said it out loud: an entire hair care industry that behaved as though curly, wavy and coily hair did not exist in India. Curl Convention is the event that grew out of that, a day for the community the brand built, rather than a launch aimed at it.

When it landed in Bangalore, we came with the Kombucha!

What we actually built for the day

Not a folding table with a crate on it. We printed custom co-branded labels for the bottles, ran a Sip & Pick station so people could taste their way to a flavour instead of guessing, and had new pieces designed specifically for the stall so it sat properly inside the room rather than looking bolted on.

Elsewhere in the hall, hairbrushes were being bedazzled and curls were being comprehensively unfrazzled. It was that sort of day.

Why we said yes

A shared love of our communities is what has taken both LFC and FMC from zero to one. Neither brand was built by buying attention; both were built by a group of people who told other people. It is rare and genuinely nice to watch another D2C brand put its community physically front and centre, not as an audience for an announcement, but as the reason for the day.

Big love to Anshita and the FMC team for making us a small part of a big day.

First shared on our Instagram →