ET first reported on January 3 that the deal was in the works. Founders Mohit and Rahul will continue to lead the business for two years.

In a historic move in India's direct-to-consumer (D2C) market, Hindustan Unilever Limited (HUL) paid ₹2,955 crore in pure cash to purchase a 90.5% share in the successful skincare business Minimalist.

FMCG giant Hindustan Unilever Ltd (HUL) has signed an agreement to acquire D2C brand Minimalist for a cash consideration of INR 2,670 Cr

India's leading FMCG giant Hindustan Unilever (HUL) has announced the acquisition of a 90.5% stake in Jaipur-based direct-to-consumer (D2C) beauty brand Minimalist. The deal values the company at a pre-money enterprise value of ₹2,955 crore.

FMCG major Hindustan Unilever Limited has acquired 90.5 percent stake in skincare startup for Rs 2,955 crore in an all cash deal, the company said while announcing its quarterly results on January 22. The deal, one of the largest in the direct to consumer (D2C) space, will close by the end of the June quarter of 2025.

HUL has signed a share purchase agreement to acquire 90.5% of Minimalist's shares for INR 2,670 crore through a secondary buyout, complemented by a primary infusion of INR 45 crore into the company.

Hindustan Unilever Ltd announced the acquisition of premium skincare brand Minimalist for ₹2,955 crore on Wednesday, January 22. The FMCG giant also recorded a 19% year-on-year growth in net profits for its Q3 results.