Hula Hoop bodycare brand marks Foxtale’s House of Brands move

Foxtale launches Hula Hoop bodycare brand, a science-first bodycare line addressing acne, pigmentation and dryness as it expands into a House of Brands

Foxtale, one of India’s fastest-growing beauty and personal care companies, has announced the launch of its latest venture, the Hula Hoop bodycare brand, marking a significant milestone in its transition into a full-fledged House of Brands. The launch signals Foxtale’s expansion beyond facial skincare and into the fast-growing bodycare segment, an area that has long lacked science-led innovation in the Indian market.

Built on Foxtale’s strong foundation in clinical formulations and ingredient research, the new brand reflects the company’s ambition to create category-defining labels across multiple personal care verticals.

Science-first approach for underserved bodycare needs

The Hula Hoop bodycare brand is positioned as a derm-grade, science-driven line designed to tackle common yet often overlooked body skin concerns. These include body acne, pigmentation, keratosis pilaris, dryness, and uneven texture. According to Foxtale, rising consumer awareness around ingredients and efficacy has created strong demand for targeted, problem-solving bodycare solutions.

By combining clinically backed actives with advanced formulations, the brand aims to deliver results comparable to dermatological treatments, while maintaining a sensorial, enjoyable user experience.

Blending high science with a playful identity

What sets the Hula Hoop bodycare brand apart is its distinctive positioning of “serious science with a fun twist.” While the formulations are rooted in Foxtale’s research-and-development expertise, the brand adopts a vibrant, dopamine-rich identity designed to resonate with younger, ingredient-savvy consumers.

The company says the below-the-neck category has traditionally been treated as an afterthought in beauty routines. Hula Hoop seeks to change that by making bodycare both effective and exciting, merging efficacy with personality.

Strong growth fuels expansion beyond skincare

Foxtale’s move into a House-of-Brands structure is backed by robust business performance. Over the past year, the company has recorded around 250% year-on-year growth, supported by strong customer trust and a repeat purchase rate of nearly 50% on its direct-to-consumer platform.

This momentum has enabled Foxtale to diversify into adjacent categories, with the Hula Hoop bodycare brand becoming the first major step in building a multi-brand portfolio focused on science-led innovation.

Founder outlines long-term vision

Commenting on the launch, Romita Mazumdar, Founder and CEO of Foxtale and Hula Hoop by Foxtale, said the new brand represents a new chapter for the company. She noted that the goal is not just to launch products, but to build a portfolio of brands that are rooted in scientific rigor, efficacy, and deep customer understanding, while staying culturally relevant and accessible.

Products, pricing, and availability

At launch, the Hula Hoop bodycare brand is introducing four hero products priced between INR 329 and INR 649. The lineup includes a Brightening Body Wash, Exfoliating Body Wash, Brightening Body Lotion, and Exfoliating Body Scrub, each formulated specifically for the unique biology of body skin.

The products will be available on the brand’s D2C website, as well as platforms such as Nykaa, Amazon, and quick-commerce channels starting December 9. Foxtale has also announced plans for wider retail expansion in the coming months.

Financial outlook supports future growth

Foxtale expects to close the year with an annual recurring revenue exceeding INR 700 crore in GMV and is targeting profitability by next year. This strong financial trajectory provides a solid foundation for scaling the Hula Hoop bodycare brand and accelerating Foxtale’s long-term vision of shaping the future of beauty and personal care in India.