Wed Jan 22 20:26:28 UTC 2025: ## Hindustan Unilever Acquires Minimalist for $342 Million
**MUMBAI, INDIA** – Hindustan Unilever Limited (HUL), a leading Indian consumer goods company, announced today the acquisition of Minimalist, a rapidly growing direct-to-consumer (D2C) beauty brand, for ₹2,955 crore ($342.2 million). The deal, expected to close in the first quarter of fiscal year 2026, will see HUL acquire a 90.5% stake initially, with an option to purchase the remaining shares within two years.
Minimalist, founded by brothers Rahul and Mohit Yadav and backed by Peak XV Partners, has quickly gained popularity for its ingredient-focused skincare products featuring actives like Niacinamide and Retinol. The brand has experienced significant revenue growth, jumping from ₹103 crore in FY2021-22 to ₹347 crore in FY2023-24.
HUL CEO and Managing Director Rohit Jawa stated the acquisition is a strategic move to expand the company’s beauty and wellbeing portfolio in the premium segment. Minimalist’s current leadership team will remain in place, collaborating with HUL to continue the brand’s growth.
This acquisition positions HUL to compete more effectively against global giants like L’Oréal and Estée Lauder in the burgeoning D2C beauty market. It follows a trend of larger FMCG companies investing in and acquiring digitally native brands to maintain their competitiveness in a changing consumer landscape. Recent examples include Marico’s acquisition of Beardo and ITC Limited’s purchase of Yoga Bar.
First Piper 