Here’s a detailed overview of Minimalist (an Indian skincare brand) — who they are, what makes them different, and where they’re headed. If you want, I can also pull together strengths/weaknesses or comparisons to similar brands. 🧴 What Is Minimalist Founded: 2020 Founders: Mohit Yadav & Rahul Yadav Headquarters: Jaipur, India Core Mission: Bringing “science-backed”, transparent, effective skincare and haircare to Indian consumers. Minimalist pushes the ethos of transparency, efficacy, and simplicity — they emphasise what ingredients are used (including concentration), clear claims, and avoiding needless fluff.
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Minimalist is one of India’s fastest-growing skincare brands, built on the foundation of transparency, efficacy, and simplicity. Launched in 2020 by Mohit Yadav and Rahul Yadav, the brand has quickly become a household name in the Indian beauty industry. Known as the “Indian Ordinary” by many, Minimalist focuses on science-backed formulations that are safe, effective, and designed to address real skin concerns. With its bold promise of “Nothing to Hide,” Minimalist redefines skincare by sharing complete details of ingredients, formulations, and concentrations—empowering consumers to make informed choices.
Minimalist stands apart in the beauty industry because of its commitment to science-driven skincare. Each product is formulated using clinically proven ingredients such as niacinamide, salicylic acid, hyaluronic acid, alpha arbutin, retinoids, and peptides. The brand provides full ingredient disclosure, explaining how each element works on the skin and at what concentration. This radical transparency builds trust and ensures that customers know exactly what they are applying to their skin.
Minimalist offers an expanding range of skincare and haircare essentials tailored for Indian consumers:
By addressing common issues like acne, oily skin, pigmentation, and dryness, Minimalist has become a go-to brand for young, ingredient-conscious consumers.
Minimalist follows a “clean beauty with evidence” philosophy. Instead of relying on the trend of “all-natural” claims, the brand focuses on safe, effective, and clinically tested ingredients. All products are free from parabens, sulfates, fragrances, and dyes, making them suitable even for sensitive skin. They are also cruelty-free and dermatologically tested, ensuring safety without compromise.
Within just a few years, Minimalist has built a strong presence across India. With sales on its own website, Amazon, Nykaa, Flipkart, and Myntra, the brand has reached millions of customers. Its rapid growth caught the attention of global investors, leading to funding from Sequoia Capital and Unilever Ventures. In 2025, Hindustan Unilever Ltd. acquired a majority stake in Minimalist, further boosting its reach and resources while keeping the brand’s core values intact.
Minimalist is more than just a skincare brand—it’s a movement towards honest, evidence-based beauty. By combining scientific research, ingredient transparency, and affordability, Minimalist has redefined what skincare means for the modern Indian consumer. Whether you want to fight acne, reduce pigmentation, or achieve healthy glowing skin, Minimalist offers simple, effective, and trustworthy solutions backed by science.
