Minimalist, a premium beauty brand, is set to expand its offline presence aggressively after Hindustan Unilever (HUL) agrees to acquire a 90.5% stake in the company for ₹3,000 crore, pending regulatory approvals. The partnership will help Minimalist scale its retail presence from 2,000 stores to 20,000 within two years. The acquisition will also grant Minimalist access to HUL’s vast retail network, which will enable the company to leverage HUL’s on-ground team, data, and infrastructure to scale its business more efficiently.
The partnership will also aid Minimalist’s international expansion, with HUL’s global footprint providing a faster and more seamless entry into new markets. Yadav, CEO of Minimalist, noted that the company can now tap into HUL’s existing distribution channels and market insights, which will optimize its retail presence in India and abroad. Additionally, Minimalist will benefit from HUL’s global R&D centers for product innovation, clinical studies, and ingredient evaluation.
Despite the majority acquisition, Minimalist will continue to operate independently within HUL’s framework, with Yadav and his team retaining full operational control. The acquisition will not impact Minimalist’s vision and growth strategy, and the company will continue to run independently, with no changes to its operations. This partnership is seen as a strategic move for both companies, with HUL gaining a foothold in the premium beauty market, and Minimalist gaining access to the resources and expertise needed to drive its growth and expansion plans.