Minimalist, a leading premium skincare brand, is set to significantly expand its offline presence across India by leveraging the extensive retail network of Hindustan Unilever (HUL). Following HUL’s acquisition of a 90.5% stake in Minimalist for ₹3,000 crore, the brand aims to increase its retail footprint from 2,000 to 20,000 stores over the next two years. This strategic partnership is expected to accelerate Minimalist’s growth by tapping into HUL’s advanced research and development facilities and robust distribution channels.

HUL’s acquisition of Minimalist marks a significant step in expanding its Beauty & Wellbeing portfolio into high-growth premium demand spaces. Minimalist, founded in 2020 by Mohit and Rahul Yadav, has rapidly grown into a prominent digital-first skincare and haircare brand, achieving an Annual Revenue Run Rate (ARR) of ₹500 crore in just four years. The existing leadership team will continue to operate the brand in collaboration with HUL, with plans to fully acquire the remaining stake within two years.

Key Benefits of the Partnership

• Retail Expansion: Minimalist will expand its offline presence from 2,000 to 20,000 stores across India, utilizing HUL’s established on-ground teams and data-driven insights.
• Product Innovation: The partnership allows Minimalist to access HUL’s advanced R&D facilities for product innovation, clinical studies, and ingredient evaluation.
• International Expansion: HUL’s global reach will facilitate Minimalist’s entry into international markets, leveraging existing distribution networks.

The HUL partnership is instrumental in scaling Minimalist’s operations. Mohit Yadav, Co-Founder and CEO of Minimalist, highlighted how HUL’s retail expertise will enable the brand to expand at a much faster pace, achieving in two years what previously took 12 to 18 months. This accelerated growth is expected to enhance Minimalist’s market presence and profitability.

As Minimalist expands its retail footprint and enters new markets, it faces challenges in maintaining its brand identity and agility within a larger corporate structure. HUL aims to ensure that Minimalist retains its startup-like approach while leveraging HUL’s scale and technology5. The success of this partnership will depend on its ability to balance growth with operational efficiency and brand consistency.

Minimalist’s expansion to 20,000 stores, facilitated by its partnership with HUL, marks a significant milestone in its journey to become a leading global beauty brand. By leveraging HUL’s resources and expertise, Minimalist is poised to enhance its product offerings, expand its market reach, and achieve substantial growth in the premium beauty segment.

Key Highlights:

• Minimalist is expanding its offline presence from 2,000 to 20,000 stores across India, leveraging HUL’s retail network.
• HUL has acquired a 90.5% stake in Minimalist for ₹3,000 crore, with plans to fully acquire the brand within two years.
• The partnership enables Minimalist to tap into HUL’s R&D facilities and global distribution networks for international expansion.
• Minimalist aims to maintain its agility and brand identity while scaling operations with HUL’s support.