A fixing device includes a nip formation pad, an endless fixing rotator, a pressure rotator, and a lubricant transfer portion. The endless fixing rotator has an inner circumferential surface adhered with a lubricant. The pressure rotator is pressed against the nip formation pad via the fixing rotator to form a nip through which an image is fixed on a recording medium. The lubricant transfer portion transfers the lubricant toward a center side in a width direction perpendicular to a rotational direction of the fixing rotator.