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How Transparency and Smart Branding Catapulted Minimalist to Industry Stardom

Ashok Mahiwal
How Transparency and Smart Branding Catapulted Minimalist to Industry Stardom by Ashok Mahiwal - Founder Usercible Consulting Group

In a groundbreaking move that underscores the power of branding and consumer trust, skincare startup Minimalist has successfully carved a niche in the fiercely competitive beauty and personal care market. With its recent acquisition by Hindustan Unilever Ltd. (HUL) for a staggering ₹2,955 crore valuation, Minimalist’s journey stands as a testament to how a clear branding proposition can fuel extraordinary success.


Building a Brand Around Transparency

Launched in 2020 by brothers Mohit and Rahul Yadav, Minimalist was founded on the principle of “#HideNothing”, a tagline that resonated deeply with an increasingly informed and skeptical audience. In an era where consumers are wary of overpromising and underdelivering, the brand’s focus on transparency and science-backed formulations gave it an edge.


From day one, Minimalist committed to educating its customers about the active ingredients in its products, ensuring that its offerings were both effective and understandable. This ethos not only distinguished it from competitors but also fostered a loyal customer base that trusted the brand for its honesty.


Exceptional Growth in a Crowded Market

Minimalist’s results speak for themselves. In just three years, its revenue skyrocketed from ₹103 crore in FY 2021-22 to ₹347 crore in FY 2023-24. By December 2024, its annual revenue run rate (ARR) exceeded ₹500 crore, positioning it as one of India’s fastest-growing skincare brands.


The brand’s disciplined approach to spending and its strong focus on customer needs also ensured profitability from the start—a rarity in the startup world. Its valuation surged from ₹630 crore three years ago to nearly ₹3,000 crore at the time of acquisition, proving the immense value of its business model.


Leveraging Smart Partnerships

While the brand’s transparent ethos was central to its success, strategic partnerships and investments played a pivotal role in scaling operations. Early backing from Peak XV Partners and Unilever Ventures provided the capital needed to expand product lines and establish a robust e-commerce presence.


By focusing on its core strengths—science-driven formulations and digital-first distribution, Minimalist quickly gained traction across major platforms like Amazon, Nykaa, and Flipkart. This agile model not only amplified its reach but also minimized overhead, enabling the brand to outpace larger, more established competitors.


A New Chapter with HUL

HUL’s acquisition marks a significant milestone, offering Minimalist access to a vast distribution network and deeper resources. However, the deal also underscores the importance of its branding journey. Minimalist’s success wasn’t merely about selling products; it was about creating a movement centered on honesty and efficacy in personal care.


HUL’s decision to retain the Yadav brothers in leadership roles for the next two years reflects a recognition of the unique branding and operational vision that propelled Minimalist to prominence. The acquisition is expected to further bolster the brand’s presence in international markets while staying true to its foundational values.


Lessons from Minimalist’s Success

Minimalist’s journey offers invaluable insights for founders navigating overcrowded markets:

  1. Define a Unique Value Proposition: In a sea of competitors, Minimalist’s “#HideNothing” mantra gave it a distinctive identity.

  2. Focus on Consumer Trust: Transparency became the brand’s cornerstone, fostering customer loyalty and advocacy.

  3. Balance Growth and Profitability: By scaling strategically and maintaining profitability, Minimalist ensured long-term sustainability.

  4. Leverage Strategic Partnerships: Early investments and collaborations were crucial in accelerating growth while maintaining the brand’s essence.


Minimalist’s story is more than a business success; it’s a blueprint for building brands that stand out in crowded markets. By aligning its core values with consumer expectations, the brand not only achieved financial success but also reshaped the narrative of trust and transparency in the skincare industry. With HUL’s backing, Minimalist is now poised to elevate its legacy on a global scale, proving that purposeful branding can indeed be the key to enduring success.

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