Emami Ltd. has announced the acquisition of a 60% stake in IncNut Digital, the parent company behind personalised beauty brands Vedix and SkinKraft, in a deal valued at ₹321 crore.
The move marks a significant step in Emami’s expansion strategy within India’s fast-growing personalised beauty and wellness segment. The transaction also includes plans for Emami to acquire the remaining stake in IncNut over the next four-and-a-half years in phased tranches, with valuations linked to future business performance.
Founded in 2011, IncNut Digital has emerged as one of the early players in India’s direct-to-consumer personalised beauty space. Its flagship brands, Vedix and SkinKraft, offer customised skincare and haircare solutions based on consumer data, lifestyle inputs, and AI-led assessments. While Vedix blends Ayurveda with personalisation, SkinKraft focuses on science-backed dermatological solutions.
The acquisition aligns with Emami’s broader vision of building a future-ready beauty and personal care portfolio. The company believes personalised and outcome-driven beauty solutions represent one of the fastest-growing opportunities in the sector, where meaningful differentiation remains limited.
The deal also strengthens Emami’s existing premium grooming and beauty portfolio, which already includes brands like The Man Company and Brillare.
For IncNut, the partnership is expected to accelerate innovation, expand reach, and strengthen market presence by leveraging Emami’s extensive consumer expertise and nationwide distribution network.
With this acquisition, Emami deepens its push into the evolving personalised beauty category, where technology, data, and customised experiences are increasingly shaping consumer preferences.
