Hindustan Unilever (HUL) has announced its acquisition of a 90.5% stake in Uprising Science, the parent company of the premium beauty brand Minimalist, for INR 2,670 crores. 

The acquisition aligns with HUL's strategy to expand its beauty and wellbeing portfolio into high-growth, premium segments.

Minimalist was founded in 2020 by Mohit Yadav and Rahul Yadav and rapidly emerged as a digital-first brand offering efficacious, science-led skincare and haircare products. 

The brand, known for its transparent approach and the tagline #HideNothing, boasts an Annual Revenue Run Rate (ARR) exceeding INR 500 crores as of December 2024.

HUL's acquisition includes a mix of secondary buyouts and a primary infusion of INR 45 crores, with plans to acquire the remaining 9.5% stake within two years. 

The Minimalist team, led by its founders, will continue managing operations while leveraging HUL's extensive distribution network to enhance accessibility and expand globally.

This move also reflects HUL's commitment to evolving its portfolio to meet changing consumer demands while capitalising on the surging popularity of evidence-based beauty products. 

The transaction, subject to regulatory approvals, is expected to close by the first quarter of FY 2026.

Rohit Jawa, CEO and managing director, HUL, said, “We are delighted to welcome Minimalist into the HUL family. This acquisition is another key step to grow our beauty and wellbeing portfolio in high-growth premium demand spaces. Mohit, Rahul and the team have created a great brand built on science, product efficacy and transparency."

Ritesh Tiwari, executive director, finance and IT and CFO, HUL, added, “We are excited to partner with the Minimalist team to unlock value through synergies and together, scale the brand to greater heights by leveraging our complementary capabilities."

Mohit Yadav and Rahul Yadav, founders, Minimalist, said, “We founded Minimalist to introduce a transparent Indian beauty range that’s trusted and 6/7 loved on a global scale. We’re incredibly grateful for the overwhelming support we’ve received in India. Now, with HUL’s robust offline distribution network, we look forward to making our products even more accessible across the country. This partnership also paves the way for our expansion into international markets helping us realise our dream of taking Minimalist to the world."