A fixing device includes an endless belt being applied with a lubricant on an inner circumferential surface of the endless belt. A pressure rotator presses against a nip formation pad via the endless belt to form a fixing nip between the endless belt and the pressure rotator. A radiant heater heats the endless belt. At least one contact heater heats at least one lateral end of the endless belt in an axial direction of the endless belt. At least one temperature detector detects a temperature of the endless belt. A controller controls the at least one contact heater to generate heat, controls the endless belt to rotate, and controls the radiant heater to generate heat sequentially based on the temperature of the endless belt that is detected by the at least one temperature detector.