How Minimalist Became a Rs 3000 Crore Success Story in Just 5 Years

Minimalist Packaging

Minimalist Growth

In an industry where most D2C skincare brands burn cash and struggle for profitability, two brothers defied the odds with a brilliant business model. The Yadav brothers launched Minimalist in 2020 and recently sold it to HUL for a staggering Rs 3000 crores, with Rs 350 crores in revenue and Rs 311 crores in profit, making it a landmark acquisition in India's skincare industry.

Their secret? Building trust and prioritising a repeat customer strategy over endless acquisition.

While competitors continuously spent on attracting new customers who rarely returned, Minimalist's case study shows a different approach. They invested in quality from day one, establishing their own manufacturing facilities instead of outsourcing to third-party factories. This commitment to premium ingredients created something money can't buy: a loyal customer base that became their most powerful marketing tool.

The numbers behind this profitable skincare startup tell the story: Minimalist spends just 25% on marketing (compared to the industry standard of 50%), yet maintains an impressive 60% repeat customer rate. By focusing on creating products worth coming back for, the Yadav brothers built both a successful business and a devoted community.

The Minimalist success story proves that in India's competitive D2C brand landscape, trust isn't just good ethics—it's good business.