Beauty + Hair Care
FixMyCurls
A "Most loved IRL" reel carousel drove 1,696 add-to-carts from real curl patterns
₹58.7KProven revenue
Widget-attributed checkout value
What changed
- ₹58.7KProven revenueOrders where the shopper added the product to cart from the widget before buying
- 62Proven ordersPurchases that followed a widget add-to-cart
- 1,696Add-to-carts from the widgetProducts added to cart straight from customer content
- Widget impressions
- 1.52M
- Visitors reached
- 793K
- Click rate
- 14.89%
- Live galleries
- 5
FixMyCurls runs a shoppable reel carousel of customer videos across curly and wavy hair types. In 9 months live it was shown 1.52M times with a 14.89% click rate; shoppers added 1,696 products to cart from it, and 62 orders worth ₹58.7K followed a widget add-to-cart.
About FixMyCurls
FixMyCurls makes hair care for curly and wavy hair in India, sold online at fixmycurls.com.
The problem
Curly and wavy hair care is personal: the same product behaves differently across curl patterns, so a shopper wants proof from someone whose hair looks like theirs before buying.
What they set up
- 1Built a "Most loved IRL" shoppable reel carousel from customer videos across curl types.
- 2Tagged every product used in each reel so a shopper can add to cart without leaving the carousel.
- 3Placed it on the homepage and product pages, fed from one library of content collected for tagging.
The results
Proven revenue: ₹58.7K (Orders where the shopper added the product to cart from the widget before buying). Proven orders: 62 (Purchases that followed a widget add-to-cart). Add-to-carts from the widget: 1,696 (Products added to cart straight from customer content). Cart value from the widget: ₹894K (Value of those add-to-carts: buying intent, not revenue).
Why it worked
Curly hair buyers shop by hair type, not by bottle. A reel of someone with their curl pattern using the product is the closest thing to a recommendation from a friend, and FixMyCurls has thousands of them to choose from. That is why the carousel earns one of the highest click rates on the platform: shoppers are not just watching, they are tapping through to the products.
How it’s measured
- Evidence
- Widget-attributed checkout value
- Method
- Idukki widget analytics. Proven revenue and orders count purchases where the shopper added the product to cart from the widget first. Cart value is the value of widget add-to-carts and is never added to revenue. These are the same definitions the merchant dashboard uses.
- Window
- Lifetime: January 2026 to September 2026 (9 months live)
- Source
- Idukki production analytics, refreshed 2026-10-01
- What it does not prove
- Proven revenue is a floor, not the whole effect: it counts only orders where the shopper added to cart from the widget first. Orders from shoppers who saw the content and bought another way are not in it.
Stack
- Idukki reel carousel
- Product tagging
- Social UGC import
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