Premium skincare brand Minimalist is set for dramatic offline expansion following Hindustan Unilever’s (HUL) ₹3,000 crore acquisition of a 90.5% stake, pending regulatory approvals. The partnership aims to increase Minimalist’s retail footprint from 2,000 to 20,000 stores nationwide within two years.
Mohit Yadav, Co-Founder and CEO of Minimalist, emphasized how HUL’s retail expertise will accelerate the brand’s growth trajectory. “What previously took 12 to 18 months can now be scaled tenfold with greater efficiency,” Yadav noted, citing HUL’s established on-ground teams and data-driven insights as key advantages.
The partnership extends beyond domestic expansion, with Minimalist now positioned to enter international markets more rapidly through HUL’s global distribution networks. Traditional market entry processes that typically require months of relationship-building can now be fast-tracked.
Minimalist will also gain access to HUL’s advanced R&D facilities for product innovation and clinical studies, while benefiting from HUL’s experience managing global beauty brands like Paula’s Choice.
Despite the acquisition, Yadav confirmed that Minimalist will maintain operational independence within HUL’s framework. “While ownership has changed, the brand will continue to run autonomously, with our leadership team retaining full operational control,” he stated, emphasizing that both companies agreed to preserve Minimalist’s current strategy and approach.
