Minimalist Acquired

High-performance skincare products formulated around clinically-backed active ingredients, positioned against unresearched/mass-market skincare.

Publishes clinical trial results and ingredient sourcing for its products as part of a 'transparency' brand promise.

Serves a large international consumer base across multiple continents, per the brand's own claim.

Primary distribution via its own D2C website plus major online marketplaces.

Small but growing offline retail footprint via modern trade stores, ~10% of overall business as of FY24.

In-house R&D team develops proprietary/patent-pending formulations sourced from global ingredient suppliers, lab-tested and clinically certified.

In-house manufacturing capacity built with early Surge angel funding; high utilisation with expansion plans.

Following the 2025 acquisition, HUL is expanding Minimalist's offline retail footprint using its own extensive retail distribution network.

Sources active ingredients from global specialty-chemical companies for its formulations.

Revenue comes entirely from selling its own serums, toners, moisturizers, sunscreens and other personal-care products — no other disclosed revenue line as of the last pre-acquisition fiscal year.

Founders deliberately capped marketing spend well under the D2C industry norm, favouring brand-building over pure performance marketing over time.