A fixing device includes a fixing rotator rotatable in a predetermined direction of rotation and a pressure rotator pressed against an outer circumferential surface of the fixing rotator. A heater is disposed opposite an inner circumferential surface of the fixing rotator to heat the fixing rotator. A reflector is disposed opposite the heater to reflect light radiated from the heater onto the inner circumferential surface of the fixing rotator. A support mounts the reflector. A heater holder is mounted on the support to hold the heater.