Minimalist

Minimalist, operated by Uprising Science Private Limited, is a leading Indian skincare and personal care brand. The company operates in the beauty and personal care industry, focusing on science-backed, transparent, and affordable skincare solutions. Minimalist’s core markets include India, with a rapidly expanding presence in the US, UK, Middle East, Southeast Asia, and recently, Australia, Singapore, and Vietnam.

Core Products & Services

• Skin, hair, body, and lip care products, including serums, toners, moisturizers, cleansers, sunscreens, and specialized treatments.

• Over 50 SKUs as of 2024, with a focus on active ingredients and clinically tested formulations.

• Customizable skincare solutions, allowing customers to tailor routines based on individual needs via online skin analysis tools.

Unique Value Proposition

• Radical transparency: Full disclosure of all ingredients, concentrations, and clinical data for each product.

• Science-driven efficacy: All products are developed in-house, rigorously tested, and formulated with globally sourced, proven activities.

• Affordability: High-quality, effective products priced well below international competitors, making advanced skincare accessible to a wider audience.

• Education-first marketing: Minimalist invests in educating consumers about skincare science, debunking myths around “chemical-free” and “natural” products.

Business Model & Revenue Streams

Minimalist operates a direct-to-consumer (D2C) and omnichannel business model, generating revenue through the sale of science-backed skincare and personal care products via its own website, online marketplaces, and offline retail stores. Its primary revenue sources are:

• Direct-to-Consumer (D2C) Sales: The majority of revenue is generated through sales on its own website and app, allowing for direct customer engagement and higher margins.

• Online Marketplaces: Products are also sold via Amazon, Nykaa, Flipkart, Myntra, and other major e-commerce platforms, expanding reach and accessibility.

• Offline Retail: Minimalist has established a presence in over 1,000 offline stores across India, catering to diverse consumer preferences.

• International Sales: Around 10% of revenue currently comes from international markets, with a plan to increase this to 30% by 2026 through tailored digital and retail strategies.

Customer Segmentation

Primarily B2C, targeting ingredient-conscious, urban, and digitally savvy consumers, but with growing appeal in tier-2 cities and international markets.

Growth Strategy

• Product Innovation: Significant investment in R&D (2-5% of revenue), with a dedicated team including former researchers from global beauty majors.

• Omnichannel Expansion: Balances a strong digital presence with selective offline retail to maximize reach and maintain brand experience.

• International Expansion: Strategic entry into developed and emerging markets, adapting marketing and product offerings to local consumer needs.

• Brand Building: Emphasizes consumer education, transparency, and efficacy to differentiate from competitors and build a loyal community.

Competitor Differentiation

Minimalist stands out for its disciplined cost structure, in-house R&D, and transparent communication—contrasting with the high marketing spends and margin pressures seen in many D2C peers. Its model closely mirrors The Ordinary’s ingredient-led approach but is tailored for Indian and emerging market consumers with a focus on affordability and accessibility.

Conclusion

 Minimalist has rapidly transformed from a disruptive startup into one of India’s most influential skincare brands by championing transparency, science-backed formulations, and consumer education. As Minimalist enters its next phase with HUL’s backing, it is well-positioned to expand its reach, set new standards for ingredient transparency, and drive further innovation in the global beauty industry.