20 April 2024 — Despite challenges posed by the pandemic, India’s beauty and personal care (BPC) industry witnessed a surge in digital-first, direct-to-consumer (D2C) brands. Among them, Minimalist stands out with its rapid growth and innovative approach.
With a plethora of new-age brands vying for market share, Minimalist entered the scene, focusing on clinically tested, effective skincare, haircare, and body care products. The competition with legacy players and other D2C brands is fierce, yet Minimalist managed to carve a niche.
Within eight months of inception, Minimalist achieved an impressive INR 100 Cr in revenue, showcasing profitability from the start. This success is attributed to the brand’s focus on ‘active’ ingredients and transparent, customer-centric practices.
Series A funding of INR 110 Cr, international expansion through Minimalist Global, and plans for a second manufacturing plant in Jaipur highlight Minimalist’s growth trajectory. Despite net profit fluctuations due to strategic hiring, the brand remains on a path of sustainable growth.
Minimalist’s use of clinically proven, globally sourced ingredients sets it apart. The brand’s commitment to transparency, evidenced by lab–tested products and clinical trial results on its website, builds trust with consumers.
From initial ventures like Scopial Fashions to the creation of Freewill and eventually Minimalist, the Yadav brothers‘ entrepreneurial journey reflects resilience, learning, and adaptation. The shift from personalised solutions to active ingredient-focused skincare demonstrates strategic pivoting for success.
Conclusion:
Minimalist’s rapid ascent to a significant revenue milestone within a short period reflects the potential of D2C brands in India’s BPC market. With a focus on innovation, transparency, and customer satisfaction, Minimalist continues to shape the industry’s landscape and inspire other aspiring entrepreneurs.
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