A fixing device includes a fixing rotator rotatable in a predetermined direction of rotation and a nip formation pad disposed inside the fixing rotator. A pressure rotator presses against the nip formation pad via the fixing rotator to form a fixing nip between the fixing rotator and the pressure rotator. A heat generator is disposed inside the fixing rotator to heat the fixing rotator. A reflector is interposed between the heat generator and the nip formation pad. The reflector includes a reflection face to reflect radiant heat radiated from the heat generator. The reflection face includes a reflection portion disposed opposite the heat generator at various angles. A support is provided separately from the nip formation pad and supports the reflector.