Hindustan Unilever's Minimalist Acquisition: Unlocking India's Premium Skincare Market

HUL's Strategic Expansion

In a bold move, Hindustan Unilever (HUL) has acquired Minimalist, a burgeoning beauty startup, for a staggering $342 million. This strategic acquisition signals HUL's commitment to capturing a larger slice of India's rapidly expanding premium skincare market.

"This acquisition is a key step towards growing our Beauty & Wellbeing portfolio in the high-growth masstige beauty segment," enthuses Rohit Jawa, CEO of Hindustan Unilever.

A Solid Investment

HUL will initially acquire a 90.5% stake in Minimalist through a combination of secondary buyouts and primary investment, with plans to purchase the remaining 9.5% from founders within the next two years.

Minimalist has established itself as a force to be reckoned with, boasting an annual revenue run rate exceeding ₹5 billion and a stellar track record of profitability since its inception.

Complementing Minimalist's Dominance

Minimalist's strong foothold in e-commerce will be seamlessly complemented by HUL's vast retail network, enabling the brand to reach a far wider audience offline.

A Shared Legacy

The acquisition marks a continuation of HUL's multifaceted expansion strategy. Last year, the company made significant investments in the health and well-being sector through the acquisitions of Oziva and Wellbeing Nutrition.

The Power of Simplicity

Founded in 2020 by Mohit Yadav and Rahul Yadav, Minimalist has captured the essence of modern skincare. Their products, ranging from sunscreens to hair repair serums, focus on harnessing the transformative power of active ingredients.