Introduction
Minimalist is an Indian skincare brand that revolutionised the beauty industry by standing for transparency, science-based formulations, and affordability. Founded in 2020 by Rahul Yadav and Mohit Yadav in Jaipur, Minimalist built its brand on one strong principle: “Truth is Beautiful.”
In a space crowded with jargon-heavy marketing and unverified claims, Minimalist introduced a clean, honest, and clinical approach that quickly resonated with India’s Gen Z and millennial consumers.
Founders & Early Background
Before founding Minimalist, Rahul and Mohit Yadav were already entrepreneurs. They had co-founded Uprising Science, a research and development firm focused on personal care. This gave them early access to:
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In-house labs and infrastructure
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Advanced formulation knowledge
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A deep understanding of the science behind skincare
While global brands like The Ordinary were growing internationally, the Indian market lacked an indigenous, ingredient-first brand. The Yadav brothers saw this gap and seized the opportunity by launching Minimalist—starting with just a few well-formulated serums like Niacinamide, Vitamin C, and AHA-BHA peels.
Business Model & Product Strategy
Minimalist follows a Direct-to-Consumer (D2C) model while also partnering with major Indian e-commerce platforms:
Key Pillars of Their Strategy:
1. Ingredient Transparency
Every product lists active concentrations, pH levels, and full ingredient disclosure.
2. Science-First Formulation
In-house cosmetic chemists develop each product using clinically validated actives like:
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Niacinamide
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Salicylic Acid
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Retinol
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Hyaluronic Acid
3. Affordable Pricing
Despite using premium ingredients, Minimalist has kept prices competitive, making clinical skincare accessible to India’s middle class.
Minimalist has expanded beyond serums into a full skincare ecosystem:
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Cleansers
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Moisturisers
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Sunscreens
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Body care
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Haircare (recently launched)
Revenue, Growth & Market Reach
Minimalist’s growth has been nothing short of impressive:
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₹150+ crore in revenue by FY2022
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Over 1 million monthly visits to their website
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Became one of Nykaa’s top 3 skincare brands by sales volume
International Expansion:
Minimalist has launched operations in:
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UAE
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Nepal
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Bangladesh
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Plans are underway for Southeast Asia and Middle East
Their high customer retention is attributed to product efficacy and education-driven content via Instagram reels, blogs, and dermatologist collaborations.
Impact on the Indian Skincare Industry
Minimalist wasn’t just a commercial success — it was a cultural and market shift.
Key Contributions:
1. Consumer Education
Reading labels, checking pH levels, and understanding ingredients is now more mainstream.
2. Competitive Innovation
Traditional FMCG brands were compelled to launch their own ingredient-first lines.
3. Raised Industry Standards
Minimalist brought serious attention to:
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Dermatologically tested claims
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Fragrance-free and paraben-free formulations
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Clinical product validation
The brand also created a new category of educated skincare enthusiasts — the “Skintellectuals”.
Challenges Faced
Despite its success, Minimalist faced several challenges:
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Accusations of copying international brands like The Ordinary
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Consumer skepticism about ingredient sourcing and product safety
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Education burden around correct product usage to avoid skin reactions
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COVID-era logistics issues affecting supply chains
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Formulation stability in India’s diverse climate zones
How They Overcame It:
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Hired qualified cosmetic scientists
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Partnered with dermatologists
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Increased educational content output
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Improved R&D and packaging technology
Sustainability & Ethical Practices
Minimalist may not market itself as a “green brand,” but it has made significant steps toward ethical responsibility.
Current Initiatives:
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Cruelty-free testing
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Fragrance-free and paraben-free products
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Small-batch production to reduce waste
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Ethically sourced ingredients from globally certified suppliers
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Gradual transition to recyclable packaging
Funding & Investments
Originally bootstrapped, Minimalist gained VC interest by 2022, though it continues to be founder-led. The brand has demonstrated:
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Healthy profit margins
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Consistent reinvestment into R&D
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Scalability with direct-to-consumer models
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Positive unit economics
This has kept them both profitable and independent.
Future Plans
Minimalist is now working to become a global clinical skincare leader from India. Future initiatives include:
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Launching offline kiosks and retail stores
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Expanding into haircare, body care, and derma-specific treatments
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Entry into Western markets with FDA-compliant products
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Integrating AI-based skin diagnosis tools on their platform
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Becoming a cosmetic science thought leader through content and education
Conclusion
Minimalist is a textbook case of building trust, science, and brand equity. In just a few years, the brand has redefined how India sees skincare — moving the narrative from glamour to clinical efficacy.
By focusing on honesty, affordability, and real results, Minimalist has not only carved out a market niche but helped shape a smarter, more informed generation of Indian skincare consumers.
Relevant Links:
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Official Website: https://beminimalist.co/
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Nykaa Store: https://www.nykaa.com/search/result/?q=minimalist
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Instagram: https://www.instagram.com/beminimalist_
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Product Reviews & Analysis: https://www.youtube.com/results?search_query=minimalist+skincare+review
