Hindustan Unilever (HUL), a leader in India’s consumer goods sector, is reportedly in advanced talks to acquire Minimalist, a prominent direct-to-consumer (D2C) beauty brand. The deal, valued at approximately ₹3,000 crore, is expected to strengthen HUL’s presence in the rapidly growing beauty and wellness market. “The talks are ongoing, but they are at an advanced stage and should close soon,” a source confirmed.
This acquisition aligns with HUL’s strategy to diversify its offerings in new-age beauty and well-being segments. It complements previous investments in brands like Oziva and Wellbeing Nutrition, enabling HUL to cater to consumers seeking innovative and differentiated beauty solutions beyond traditional products.
Jaipur-based Minimalist, known for its science-driven and ingredient-conscious approach, offers a range of skincare, body care, and hair care products. The brand, which counts Peak XV Partners as its largest institutional investor, has built a loyal customer base by addressing the evolving needs of modern consumers.
The deal will allow HUL to expand its product portfolio, providing a broader slate of options for discerning consumers in search of clean, effective, and transparent beauty solutions. If finalized, this acquisition would further solidify HUL’s position as a frontrunner in the competitive beauty and wellness industry.