*This is one of India’s LARGEST all-cash D2C acquisitions* *Hindustan Unilever Limited is acquiring a 90% stake in The Minimalist for ₹2,955 crore*. It is a massive moment in India’s D2C landscape. How did a skincare brand, launched as recently as 2020, rise to such incredible success in no time? *Here’s the story of The Minimalist* 👇 Founded in Oct 2020 by siblings *Mohit & Rahul Yadav* based in Jaipur, The Minimalist quickly became a household name in skincare. The reason was a laser focus on clinically tested, effective products with active ingredients. *Minimalist's growth was quick.*💰 • The brand generated *₹1 crore* in sales in its first month • Hit *₹100 crore* in revenue within 8 months of launch • Established its own *manufacturing unit* in Jaipur *In 2020, The Minimalist secured $2M angel funding via Surge* 💸 In July 2021, Minimalist raised $15 M in Series A funding from Peak XV Partners and Unilever Ventures. It has since expanded globally, with operations in the US, UK, Middle East, and Southeast Asia. The investments helped the brand expand from skincare to haircare and body care. *The brand’s success can be attributed to several factors*✨ • Active Ingredients: Products like niacinamide & hyaluronic acid hit the right notes with consumers • D2C Model: Skipping middlemen helped the brand connect directly with its customers • Digital Marketing: Leveraged social media to build awareness & trust *The journey wasn’t without challenges.* 🎯 The Minimalist faced criticism for its similarities to The Ordinary, a global skincare giant. Both brands shared minimalist packaging and a focus on "active" ingredients at accessible prices. *Instead of backing down, The Minimalist set itself apart.* 💪 This was done by tailoring its products for Indian skin types and preferences. The brand also focused on building a strong D2C presence in India, which allowed it to better understand and serve local consumer needs compared to global competitors. *The HUL acquisition highlights the massive potential of D2C brands in India* The brand’s journey shows that D2C brands with a customer-first focus can thrive, even in fiercely competitive markets! *Have you ever used products from The Minimalist?*