Indian Skincare & Beauty Brand, Marketing & Customer Insights - Minimalist | FO 185 Raj Shamani

Apr 4, 2024

Raj Shamani discusses Indian skincare and beauty brand Minimalist with co-founder Mohit Yadav. They talk about funding from Unilever, focusing on product quality over marketing, fair & lovely branding, online presence vs retail, dealing with competitors, modern distribution channels, and performance marketing in India.

Ask episode

Chapters

Transcript

Episode notes

Introduction

00:00 • 3min

Success Story of a Skincare Brand

02:54 • 6min

Strategies for Skincare Brand Growth

08:29 • 22min

Strategic Marketing and Customer Experience in Skincare Brand Development

30:53 • 8min

Exploring Unique Skincare Solutions and Branding Strategies

39:03 • 2min

Exploring Modern Distribution Channels and Market Dynamics

41:06 • 2min

Skincare Trends and Marketing Strategies in India

43:32 • 12min

Order 'Build, Don't Talk' (in English) here: https://amzn.eu/d/eCfijRu
Order 'Build Don't Talk' (in Hindi) here: https://amzn.eu/d/4wZISO0
Smell good, feel confident. Use my code Raj10 to get additional 10% off all Blanko perfumes: https://hi.switchy.io/BlankoxRaj
Subscribe To Our Other YouTube Channels:-
https://www.youtube.com/@rajshamaniclips?sub_confirmation=1
https://www.youtube.com/@RajShamani.Shorts?sub_confirmation=1
🎧 Stream Figuring Out episodes on Spotify:
https://open.spotify.com/show/736rhmW7vilNgkFFo8aDz4

📺 Watch Figuring Out episodes on YouTube:
https://youtube.com/playlist?list=PLE0Jo6NF_JYO5-phess8GKafKMtPv3tfZ

Timestamps:
(00:00) - Intro
(00:55) - Raj’s introduction to Minimalist
(02:12) - Minimalist beginning
(06:53) - Funding from Unilever and Sequoia
(08:35) - Organic over paid marketing
(12:35) - Product quality over marketing
(16:56) - Inspired by Ordinary
(20:05) - Different segments of customers
(23:06) - Fair & Lovely branding strategy
(26:08) - Evolution of brand building
(30:55) - Online presence Vs Retail
(39:08) - Retail Marketing technique
(41:33) - Modern distribution channels
(43:35) - Highest selling categories
(46:40) - Dealing with competitors
(49:06) - Performance Marketing in India
(52:53) - Difference between Indian and US customers
(55:29) - Thanks for watching!
In today’s episode of Figuring Out, we have Minimalist’s co-founder Mohit Yadav in conversation with Raj Shamani. Minimalist is one of the fastest-growing skincare brand of India which has grown from 0 to 100 crores in just 8 months. You will hear all that it took for this brand to grow and become one of the favourite brands of consumers in this episode.
In this episode, we talked about how Mohit started Minimalist, the early days of him figuring out everything in this business, and how Minimalist’s Instagram followers went from 200 to 10,000 within 2 days. He further explained the complete breakdown of the journey of reaching 0 to 100 crores in revenue within 8 months of starting the brand. We also talked about if Minimalist is inspired by The Ordinary which is popular in the U.S. and the three segments of different consumers that he came across while building Minimalist.
We discussed the modern distribution channels like Zepto, Swiggy, and more and how much these channels contribute to their overall sales. He shared the top 3 skincare products that are most bought in India. He explained their social media strategy and overall strategy to have 4x consumer retention. We ended our conversation by talking about how Indian consumers are different from consumers from any other country. For more such insightful conversations, subscribe to our channel and join this journey of Figuring Out.
Follow Mohit Yadav On:
LinkedIn: https://in.linkedin.com/in/mohitmst
To Know More,
Follow Raj Shamani On ⤵︎
Instagram @RajShamani
https://www.instagram.com/rajshamani/
Twitter @RajShamani
https://twitter.com/rajshamani
Facebook @ShamaniRaj
https://www.facebook.com/shamaniraj

LinkedIn - Raj Shamani
https://www.linkedin.com/in/rajshamani/
#Podcast #FiguringOut #RajShamani #Minimalist