Minimalist's Expansion Plans Accelerate with HUL Acquisition
Deal News | Mar 10, 2025 | EIN
Minimalist, a direct-to-consumer skincare brand specializing in active ingredient-based products, has been acquired by Hindustan Unilever (HUL) for Rs 3,000 crore. This acquisition will provide Minimalist with significant resources for growth, including a new manufacturing plant in Jaipur and greater access to HUL's distribution network, enhancing both domestic and international presence. Co-founder Mohit Yadav highlighted the aim to meet rising demand by scaling up production capacity, with the new facility deeply invested in compared to the initial setup. Minimalist's current efforts focus on expanding offline and international sales, requiring robust distribution strategies. The collaboration with HUL is also set to boost product development by integrating HUL’s global R&D capabilities, paving the way for innovative skincare solutions.
Sectors
- Skincare
- Fast-Moving Consumer Goods (FMCG)
- Manufacturing
Geography
- India – Minimalist is based in India and plans to expand its manufacturing and offline distribution in the country.
- Southeast Asia – The region is identified as one of Minimalist's key international markets and revenue drivers.
- Middle East – Minimalist has a growing presence in this region, contributing significantly to its international sales.
- United States – The US is one of Minimalist's key markets for online sales.
- United Kingdom – UK is part of Minimalist's international expansion strategy with notable retail partnerships.
Industry
- Skincare – The article discusses a company that specializes in skincare products, focusing on solutions with active ingredients.
- Fast-Moving Consumer Goods (FMCG) – HUL, a major player in the FMCG sector, is facilitating Minimalist's growth with its extensive distribution network and R&D.
- Manufacturing – Minimalist plans to expand its manufacturing capabilities by setting up a new plant in Jaipur to meet increasing demand.
Financials
- Rs 3,000 crore – The acquisition price for Minimalist by Hindustan Unilever Limited.
- Rs 350 crore – Minimalist's revenue for the fiscal year 2024.
- Rs 10.84 crore – Profit generated by Minimalist in FY24.
- $15-$20 million (approximately Rs 130-175 crore) – Initial fund-raising discussions by Minimalist for expansion, before acquisition by HUL.
- Rs 100 crore – Expected cost for Minimalist's new manufacturing plant in Jaipur.
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| Minimalist | Target Company | Company | A direct-to-consumer skincare brand known for its active ingredient-based products. |
| Hindustan Unilever Limited (HUL) | Acquirer | Company | An FMCG giant that acquired Minimalist to leverage its distribution network and R&D resources for expansion. |
| Mohit Yadav | Co-founder | Person | Co-founder of Minimalist, outlining the company's roadmap and expansion post-acquisition. |