Emami Bets ₹321 Crore on Personalised Beauty With Vedix and SkinKraft Acquisition
FMCG major Emami has fully acquired personalised beauty brands Vedix and SkinKraft from IncNut Digital for ₹321 crore, marking one of the largest D2C beauty exits of 2026.
Key Facts
| Detail | Value |
|---|---|
| Deal size | ₹321 |
| Valuation | ₹321 crore |
| Sector | Emami |
| Coverage | Startup News |
Emami Limited has acquired the remaining stake in personalised beauty brands Vedix and SkinKraft from parent IncNut Digital in a deal valued at approximately ₹321 crore.
Deal Snapshot
Why Emami Doubled Down
Industry Read-through
The Vedix–SkinKraft exit is one of the cleaner D2C beauty outcomes in recent quarters and reinforces a clear pattern: legacy FMCG majors are willing to pay for digital-native brands that have proved unit economics at scale. For founders, full strategic exits to category leaders are increasingly the most realistic liquidity path.
What Changes Now
Brand operations, personalisation engines and supply chain will progressively integrate with Emami's enterprise systems while retaining D2C agility. Founders Megha Asthana and Chaitanya Nallan are expected to stay through the transition.
Reported by Ananya Raghavan. Spotted an error in this story? Request a correction or email corrections@startupory.com. See our editorial policy.
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