New Delhi, Jan 24 : Hindustan Unilever (HUL) has acquired a 90% stake in the premium beauty brand Minimalist for an enterprise value of Rs 2,955 crore, marking a significant step in expanding its Beauty & Wellbeing portfolio.
Founded in 2020 by Mohit Yadav and Rahul Yadav, Minimalist has rapidly emerged as a major player in the beauty industry, with an annual revenue run rate exceeding Rs 500 crore. The business has been profitable since its inception. HUL plans to acquire the remaining 9.5% stake in Minimalist within the next two years.
Rohit Jawa, CEO and Managing Director of HUL, said, “This acquisition is another key step to grow our Beauty & Wellbeing portfolio in high-growth premium demand spaces.”
The rationale behind the acquisition is rooted in Minimalist’s rapid growth and strategic positioning in the market. The brand is among the fastest-growing digital-first beauty brands and operates within the expanding affluent beauty market. Minimalist’s product offerings sit at the intersection of beauty and actives-led science, providing a strong complement to HUL’s existing portfolio.
Additionally, the brand’s “masstige” pricing strategy, positioning products between mass market and luxury brands, aligns with HUL’s goal of catering to a broader consumer base. The brand’s strong eCommerce presence further enhances its market potential.
The acquisition will enable HUL and Minimalist to unlock value through synergies and complementary capabilities. The transaction is expected to be completed before the end of this fiscal year.
Rohit Jawa further added, “We continue to make progress on unlocking a billion aspirations by contemporizing our core business, driving premiumization through our future core business and ushering market-making in new demand spaces. While we keep a close watch on the pace of recovery and the broader economic outlook in the short term, we remain confident of the medium to long-term opportunity in the Indian FMCG sector and HUL’s ability to grow competitively.”
