HUL Acquires Premium Beauty Brand Minimalist

HUL Acquires Premium Beauty Brand Minimalist

Hindustan Unilever Limited (HUL) has announced a definitive agreement to acquire the premium actives-led beauty brand Minimalist. This acquisition marks a significant step in HUL’s transformation journey towards high-growth premium demand spaces within its Beauty & Wellbeing portfolio.

Founded in 2020 by Mohit Yadav and Rahul Yadav, Minimalist has quickly become one of the fastest-growing digital-first brands, known for its highly efficacious skincare and haircare solutions. The brand’s mission, #HideNothing, emphasizes transparency and efficacy, resonating strongly with consumers. Minimalist’s success in the competitive beauty market, driven by its strong fundamentals and profitable growth, makes it a valuable addition to HUL’s portfolio. The brand’s focus on science-backed solutions and transparency aligns well with HUL’s strategic goals.

HUL will acquire a 90.5% stake in Minimalist through a combination of secondary buyouts and primary infusion, with a path to acquire the remaining stake in two years. The transaction is expected to be completed in the first quarter of FY 2026.

Rohit Jawa, CEO and Managing Director of HUL, expressed excitement about the acquisition, stating, “We are delighted to welcome Minimalist into the HUL family. This acquisition is another key step to grow our Beauty & Wellbeing portfolio in high-growth premium demand spaces.”

Mohit Yadav and Rahul Yadav, the founders of Minimalist, shared their enthusiasm for the partnership, highlighting the opportunity to expand their reach with HUL’s robust offline distribution network and to enter international markets.

This acquisition is one of the largest in India’s startup ecosystem, with HUL purchasing the stake for Rs 2,670 crore. Venture capital firm Peak XV Partners, which invested in Minimalist, is set to gain a significant return on investment.

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