Hindustan Unilever Limited (HUL) has announced the acquisition of the premium, actives-led beauty brand Minimalist. This strategic move represents another significant step in HUL’s transformation journey, focusing on evolving, high-growth demand spaces within the Beauty & Wellbeing sector.
About Minimalist: A Rapidly Growing Digital-First Brand
Founded in 2020 by Mohit Yadav and Rahul Yadav, Minimalist has swiftly emerged as one of the fastest-growing digital-first brands. It operates at the intersection of beauty and actives-led science, delivering highly efficacious skincare and haircare solutions. Guided by its mission to #HideNothing, Minimalist emphasizes transparency and effectiveness in its product offerings. Since its inception, the brand has achieved profitable growth and crossed an impressive Annual Revenue Run Rate (ARR) of ₹500 crore in just four years.
Details of the Acquisition
HUL will acquire a 90.5% stake in Minimalist through a combination of secondary buyouts and primary infusion, with an option to acquire the remaining stake within two years. The acquisition will see Minimalist integrated into HUL’s Beauty & Wellbeing division, led by Harman Dhillon, Executive Director, Beauty & Wellbeing, HUL. The current Minimalist team, under the leadership of Mohit and Rahul Yadav, will continue to operate the business, collaborating closely with HUL.
The transaction is expected to be finalized in Q1 of FY 2026.
Leadership Perspectives on the Acquisition
Rohit Jawa, CEO and Managing Director of HUL, expressed excitement about the partnership: “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, Rahul, and the team have created a great brand built on science, product efficacy, and transparency.”
Ritesh Tiwari, Executive Director, Finance & IT, and CFO, HUL, highlighted the potential for growth: “We are excited to partner with the Minimalist team to unlock value through synergies and together, scale the brand to greater heights by leveraging our complementary capabilities.”
Founders’ Vision for the Future
Minimalist’s founders, Mohit and Rahul Yadav, shared their enthusiasm about the collaboration: “We founded Minimalist to introduce a transparent Indian beauty range that’s trusted and loved on a global scale. We’re incredibly grateful for the overwhelming support we’ve received in India. Now, with HUL’s robust offline distribution network, we look forward to making our products even more accessible across the country. This partnership also paves the way for our expansion into international markets, helping us realize our dream of taking Minimalist to the world.”
Strategic Implications of the Acquisition
With Minimalist’s strong foundation in digital-first operations and HUL’s unparalleled distribution and marketing expertise, this partnership is poised to unlock significant synergies. The acquisition aligns with HUL’s strategy to strengthen its Beauty & Wellbeing portfolio in high-growth, premium demand spaces. Furthermore, it sets the stage for Minimalist’s expansion into global markets, reinforcing its position as a trusted name in actives-led beauty solutions.
This acquisition reflects HUL’s commitment to meeting evolving consumer demands and establishing a stronger foothold in the premium beauty segment. By integrating Minimalist into its portfolio, HUL continues its mission of delivering exceptional products and driving growth in the Beauty & Wellbeing sector.