Hindustan Unilever Limited (HUL), a leading player in the FMCG sector, is reportedly in advanced discussions to acquire the D2C brand Minimalist. According to reports, the deal is nearing its final stage, with the valuation of the startup estimated at $350 million.

HUL Strategy 

Minimalist, known for its science-backed skincare products, has gained significant traction in the Indian market, especially among young consumers. This acquisition aligns with HUL's strategy to expand its presence in the digital-first consumer space and strengthen its portfolio in the beauty and personal care segment.

A spokesperson for Hindustan Unilever commented on the potential acquisition, stating, “In line with our business strategy, we continually evaluate various strategic opportunities to grow and expand our business. Should there be any developments requiring disclosure under applicable laws, we will make the necessary announcements.”

D2C Market 

If finalized, this acquisition will mark another significant step for HUL in leveraging the rapidly growing direct-to-consumer (D2C) market in India. The deal also reflects the broader trend of established FMCG companies investing in innovative startups to stay ahead in a competitive market.

The Minimalist acquisition could provide HUL with a competitive edge in the premium skincare segment, complementing its existing product lines and opening new avenues for digital growth. Industry experts believe that this move could set the stage for more such collaborations between traditional FMCG giants and emerging D2C brands. Further updates are awaited as the negotiations progress, and the market anticipates a formal announcement soon.

FMCG Major HUL

FMCG major HUL is in the news for acquiring D2C brand Minimalist. According to a report, the deal is very close to its final stage and the startup is estimated to be valued at $350 million. Minimalist is famous for its skincare products. This company has maintained a good reputation in the Indian market till date.