HUL’s Strategic Bet on Minimalist: A Game-Changer in India’s Skincare Market

Hindustan Unilever Limited (HUL) has taken a significant step in strengthening its premium beauty portfolio with the acquisition of a 90.5% stake in Minimalist, a rapidly growing direct-to-consumer (D2C) skincare brand. The ?2,670 crore deal, recently approved by the Competition Commission of India (CCI), marks one of the biggest moves in India's beauty and personal care industry.

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Founded just five years ago, Minimalist has revolutionized skincare with its transparency-driven, science-backed formulations. The brand’s success reflects the power of India's startup ecosystem, particularly in the beauty and wellness sector. By integrating Minimalist into its ecosystem, HUL is not just expanding its footprint but also adapting to the evolving preferences of modern consumers who seek effective, ingredient-focused skincare.

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Rohit Jawa, CEO and MD of HUL, emphasized the strategic importance of this acquisition, stating that it aligns with the company’s vision of tapping into high-growth, premium segments. Minimalist’s founders, Mohit Yadav and Rahul Yadav, view this partnership as a gateway to accelerated growth, leveraging HUL’s extensive distribution network to reach a wider audience in India and beyond.

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This acquisition signals a larger shift in India’s consumer market, where homegrown brands are gaining global recognition. With HUL’s backing, Minimalist is poised to scale new heights, ensuring that high-quality, science-driven skincare becomes more accessible than ever before.

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Credit: Business Standard