HUL Completes $350 Million Minimalist Acquisition in Largest D2C Deal of 2025
Hindustan Unilever closes landmark acquisition of skincare brand Minimalist, marking the biggest direct-to-consumer deal in Indian startup history.
Key Facts
| Detail | Value |
|---|---|
| Deal size | $350 M |
| Sector | Minimalist |
| Coverage | Startup News |
Hindustan Unilever Limited (HUL) has completed its $350 million acquisition of direct-to-consumer skincare brand Minimalist, marking the largest D2C deal in Indian startup ecosystem history. The acquisition signals major FMCG players' appetite for digital-native brands.
Deal Highlights
Strategic Rationale
The acquisition gives HUL:
Minimalist's Journey
Founded by Mohit and Rahul Yadav, Minimalist disrupted the Indian skincare market with:
M&A Momentum
This deal leads a wave of startup acquisitions in 2025:
The acquisition underscores how traditional FMCG giants are acquiring rather than building digital capabilities.
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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