The Meteoric Rise of Minimalist: Building an INR 100 Cr Business in Eight Months


In the ever-evolving landscape of the beauty and personal care industry, the emergence of direct-to-consumer (D2C) brands has been nothing short of revolutionary. Among these trailblazers stands Minimalist, a Jaipur-based startup founded by siblings Mohit and Rahul Yadav, which has swiftly climbed the ladder to achieve an impressive INR 100 Cr revenue mark within just eight months of inception.

Despite the economic challenges posed by the Covid-19 pandemic, consumers’ heightened awareness of product ingredients and their impact has fueled a demand for clean, green, and natural-origin beauty and personal care (BPC) products. This trend has paved the way for D2C brands like Minimalist to thrive in an environment where traditional players are slower to adapt.

The D2C BPC market in India has witnessed exponential growth, with a plethora of brands vying for consumer attention. Established names like Mamaearth and SUGAR Cosmetics are joined by newer entrants such as Minimalist, Wow Skin Science, Plum, and others, creating a competitive yet vibrant ecosystem. This market is projected to reach significant milestones, with forecasts indicating a potential valuation of $28 Bn by 2030.

Minimalist’s success story is rooted in its commitment to quality, transparency, and innovation. Founded in October 2020, the startup quickly gained traction by offering clinically tested skincare, haircare, and body care products formulated with ‘active’ ingredients known for their efficacy. This strategic approach catapulted Minimalist to achieve an impressive INR 100 Cr revenue milestone within eight months, a testament to its rapid growth trajectory.

In July 2021, Minimalist secured INR 110 Cr ($15 Mn) in Series A funding, led by Peak XV Partners and Unilever Ventures, further fueling its expansion plans. The startup has ventured into international markets under Minimalist Global, operating in the US, UK, Middle East, and Southeast Asia. This global footprint underscores Minimalist’s ambition to become a key player on the global stage.

While Minimalist has experienced remarkable revenue growth, it also faces challenges typical of scaling startups. Investments in team building, manufacturing infrastructure, and product development have impacted net profits, highlighting the delicate balance between expansion and profitability. The startup’s strategic initiatives, including plans to invest INR 100 Cr in a new manufacturing plant, reflect its long-term vision for sustainable growth.

At the heart of Minimalist’s success lies its focus on product R&D, differentiation, and customer-centricity. The startup’s commitment to using ‘active’ ingredients backed by clinical evidence sets it apart in a crowded market. By prioritizing transparency, efficacy, and consumer trust, Minimalist has cultivated a loyal customer base and positioned itself as a trusted brand in the BPC segment.

Looking ahead, Minimalist aims to diversify its product portfolio, enhance its offline retail presence, and strengthen its global market position. Initiatives such as AI-powered customer engagement, expansion into exclusive brand outlets, and a nuanced approach to global market strategies underscore the startup’s strategic foresight and adaptability.

Minimalist’s journey from inception to INR 100 Cr revenue exemplifies the potential for disruption and innovation in the D2C BPC space. As the industry continues to evolve, brands that prioritize product quality, customer experience, and strategic partnerships will stand out amidst competition. Minimalist’s trajectory serves as a blueprint for startups aiming to carve a niche in the burgeoning beauty and personal care market while staying true to their core values of efficacy, transparency, and customer-centricity.

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