Brand Journal
Minimalist Put the Percentage on the Front of the Bottle. HUL Put ₹2,955 Crore on the Table.
In March 2025, Hindustan Unilever paid ₹2,955 crore for a 90.5% stake in a skincare brand that had existed for four years. Minimalist had ₹514 crore in revenue and a single idea: tell consumers exactly what percentage of each active ingredient is in the bottle. That idea is now HUL's most expensive acquisition in the D2C space.