Daybreak
Minimalist was the glow-up Hindustan Unilever's skincare line needed
Apr 10, 2025
A major acquisition reshapes the Indian skincare scene as Hindustan Unilever snaps up Minimalist for nearly Rs 3000 crores. This rising star, launched in 2020, thrives on transparency and active ingredients, quickly reaching a remarkable 1000 crore rupee business within months. Its success challenges legacy brands that previously hid ingredient details, forcing them to rethink their strategies. With a profit from day one, Minimalist proves that consumers crave honesty and effectiveness in their skincare routines.
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Quick takeaways
- Minimalist's rapid growth and profitability, driven by transparency and active ingredients, showcases a significant shift in consumer preferences in India.
- The acquisition of Minimalist by Hindustan Unilever reflects legacy brands' need to adapt and innovate in response to changing market dynamics.
Deep dives
The Rise of Minimalist in Skincare
Homegrown beauty brands in India, particularly Minimalist, have gained significant traction by emphasizing transparency in their ingredient lists. This active ingredients-based skincare brand rapidly grew to a 1000 crore rupee business within eight months of its launch in 2020, maintaining profitability from the start. Unlike legacy brands like L'Oreal and HUL, which often obscured ingredient transparency, Minimalist openly lists their active components such as niacinamide and retinol, appealing to informed consumers. The brand's success can be attributed to its strategic timing and messaging, directly addressing the market's shift towards science-backed skincare during and after the pandemic.
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