Hindustan Unilever Gains CCI Approval for Acquisition of Minimalist’s Parent Company
Hindustan Unilever Ltd (HUL) has secured approval from the Competition Commission of India (CCI) to acquire a 75% stake in Acticon Life Sciences, the parent company of skincare brand Minimalist. This acquisition marks a strategic move by HUL to strengthen its position in the premium beauty and personal care segment.
Strengthening Premium Skincare Portfolio
Minimalist, known for its science-backed, ingredient-focused skincare products, has gained significant traction in India’s rapidly expanding premium beauty segment. The brand’s direct-to-consumer approach and digital-first strategy have made it a strong contender in a market increasingly driven by conscious consumerism and informed purchasing decisions.
HUL’s acquisition aligns with its broader strategy of diversifying its portfolio with premium and high-growth brands. The company aims to leverage its extensive distribution network and marketing expertise to scale Minimalist’s presence across both online and offline channels.
Market Implications and Competitive Landscape
The Indian skincare market has seen a notable shift toward efficacy-driven brands that prioritize transparency and active ingredients. Minimalist’s product positioning aligns with this evolving consumer preference, offering HUL a strong entry into a segment dominated by global and homegrown beauty brands.
With competition from players such as The Ordinary and homegrown D2C brands like Plum and Dot & Key, HUL’s acquisition of Acticon Life Sciences could intensify the race for market leadership in the premium skincare space. The move also mirrors HUL’s previous acquisitions, such as its purchase of Indulekha and VWash, to expand its presence in fast-growing beauty and personal care categories.
What’s Next for HUL and Minimalist?
The completion of this deal will allow HUL to integrate Minimalist under its umbrella while maintaining the brand’s independent identity and innovative approach. The focus will likely be on expanding product offerings, strengthening retail distribution, and enhancing Minimalist’s research and development capabilities.
As the Indian beauty and personal care market continues to evolve, HUL’s acquisition of Minimalist signals a larger trend of established FMCG giants tapping into the premium and digital-first skincare segment to stay ahead in an increasingly competitive market.