Minimalist & HUL: A Skincare Revolution Rooted in Science and Trust

Skincare has evolved beyond glossy advertisements and celebrity endorsements—it’s now about science, transparency, and real results. Today’s consumers scrutinize ingredient lists, seek clinically backed formulations, and demand authenticity from the brands they trust. This shift has fueled the rise of direct-to-consumer (D2C) skincare brands, challenging traditional industry giants and reshaping the beauty market.

Minimalist’s Meteoric Rise

Founded in 2020 by Mohit Yadav and Rahul Yadav, Minimalist positioned itself as a brand committed to "transparent skincare," emphasizing science-backed formulations, independent third-party studies, and no marketing fluff. Its minimalist packaging and educational content resonated with Gen Z and millennials who value efficacy over hype.

• By FY24, its revenue surged to Rs 350 crore, marking an 89% increase from the previous year.
• The company maintained profitability from its inception, doubling profits from Rs 5 crore to Rs 11 crore in just a year.

Unlike many skincare startups that rely on deep discounting and high customer acquisition costs, Minimalist built a loyal, high-retention customer base through education, trust, and proven product efficacy.

HUL Steps In: A Landmark Acquisition

Recognizing Minimalist’s potential, Hindustan Unilever Limited (HUL) recently acquired a 90.5% stake in the brand for Rs 2,955 crore ($341.8 million), making it one of the largest deals in India’s D2C skincare segment. HUL plans to acquire the remaining 9.5% from the founders within two years.

What This Means for the Skincare Industry

HUL’s acquisition signals several key industry trends:

• Broadening its Reach: With Minimalist under its umbrella, HUL strengthens its presence in the premium skincare segment, tapping into a growing market of ingredient-conscious consumers.
• Going Beyond Traditional Retail: Minimalist built its brand online, and its strong foothold in e-commerce and quick commerce platforms aligns with how urban consumers shop today. HUL will now be able to leverage this digital dominance.
• A Profitable Bet: Unlike many D2C brands that struggle with profitability, Minimalist’s solid financials and rapid growth made it an attractive investment.
• Bringing Minimalist to More Shelves: With HUL’s vast offline distribution network, Minimalist products will now be available in more retail stores across India, making it easier for consumers to access their favorite skincare solutions.

The Future of Skincare: Trust Over Hype

Minimalist’s success—and HUL’s acquisition—highlight a broader industry transformation. Consumers today seek brands that prioritize education, transparency, and clinically backed results over marketing gimmicks. The next phase of skincare will likely belong to brands that focus on science, substance, and consumer trust.

Minimalist’s journey proves that modern beauty isn’t just about selling products—it’s about building credibility. And in the end, trust is the most valuable currency in skincare.