Indian FMCG major Marico Limited has acquired a 75% equity stake in Vietnam-based Skinetiq JSC. The transaction was executed through its wholly owned subsidiary, Marico South-East Asia Corporation (MSEA).

The deal is valued at approximately ₹262–350 crore. It was completed in two tranches. Notably, this marks Marico’s largest investment in Vietnam’s premium skincare segment to date.

Skinetiq operates the digital-first skincare brand “Candid.” The company also holds exclusive distribution rights in Vietnam for Murad, a globally recognized luxury clinical skincare label. Therefore, the acquisition immediately strengthens Marico’s position in the premium beauty category.

Expanding Footprint in Southeast Asia

Vietnam is home to over 100 million consumers. The market has seen rapid growth in premium skincare and D2C brands. As a result, it has become a strategic focus for multinational beauty and FMCG players.

Through this acquisition, Marico expands its footprint in Southeast Asia. At the same time, Skinetiq gains access to Marico’s brand-building expertise, distribution capabilities, and operational scale.

Marico stated that the partnership will accelerate Skinetiq’s growth. In addition, it will strengthen Marico’s premium beauty and digital-first portfolio.

Strategic Diversification Beyond Core Categories

Traditionally, Marico has been known for categories such as hair oils and edible oils. However, the company has steadily diversified into higher-margin, innovation-driven segments.

Industry analysts view this deal as a strategic shift. By investing in a science-backed skincare platform, Marico positions itself as a serious player in premium and digital-first beauty. Moreover, the move reflects growing confidence in Southeast Asia’s skincare potential.

Ultimately, the Skinetiq acquisition supports Marico’s broader ambition. The company aims to build a strong presence in high-growth, premium beauty markets beyond India. As competition intensifies in FMCG, such diversification could prove critical for long-term value creation.