Hindustan Unilever Acquires Premium Beauty Brand Minimalist
Hindustan Unilever Limited (HUL), India’s leading FMCG company, has announced its acquisition of Minimalist, a premium, digitally native beauty brand renowned for its science-based skincare and haircare products. This strategic acquisition underscores HUL’s commitment to strengthening its position in the fast-growing premium Beauty & Wellbeing sector.
HUL will initially acquire a 90.5% stake in Minimalist through a mix of secondary buyouts and primary investment, with plans to acquire the remaining 9.5% in two years. The deal values Minimalist at a pre-money enterprise valuation of INR 2955 crores.
Founded in 2018 by Mohit Yadav and Rahul Yadav, Minimalist has achieved remarkable success, reaching an annual revenue run rate exceeding INR 500 crores. The brand’s focus on transparency, digital-first marketing, and high-quality, effective products has won the loyalty of consumers, particularly those seeking premium beauty solutions.
This acquisition creates a win-win situation for both HUL and Minimalist:
- For HUL, the acquisition offers an opportunity to expand its presence in the rapidly growing premium beauty segment, further enhancing its Beauty & Wellbeing portfolio. Minimalist’s strong brand identity and loyal customer base will complement HUL’s existing products, reinforcing its position in the market.
- For Minimalist, the partnership provides access to HUL’s extensive distribution network, enabling the brand to reach a broader audience across India and potentially expand internationally. The collaboration will also offer Minimalist valuable expertise and infrastructure, accelerating its growth.
The current team at Minimalist, led by its founders, will continue to run the business in collaboration with HUL, ensuring consistency in brand vision and strategy while benefiting from HUL’s extensive experience and resources.
The deal is expected to be finalized in the first quarter of fiscal year 2026, pending regulatory approvals, including clearance from the Competition Commission of India.
The Beauty & Wellbeing sector in India is rapidly evolving, driven by shifting consumer preferences, rising demand for premium products, and the growth of digital-first brands. Through this acquisition, HUL is positioning itself to capitalize on these trends and strengthen its leadership in this dynamic market.
This move reflects HUL’s dedication to innovation and its strategy to stay ahead in an ever-changing consumer landscape. The acquisition is part of a broader industry trend where FMCG giants are increasingly acquiring promising digital-first brands to stay competitive and adapt to market shifts.