THE WHAT? Emami has agreed to acquire a 60% stake in IncNut Digital, the parent company of personalised beauty and wellness brands SkinKraft and Vedix, for INR321 crore (approximately US$38 million).
THE DETAILS The acquisition gives Emami majority control of the Hyderabad-based direct-to-consumer beauty company, with plans to acquire the remaining 40% stake in two additional tranches over the next four-and-a-half years based on future performance metrics. IncNut operates personalised beauty brands SkinKraft and Vedix, offering dermatology-led skincare and Ayurveda-based haircare and wellness products respectively. The company reported FY25 net sales of INR175.1 crore and generates most of its business through digital-first channels. Emami said the acquisition strengthens its presence in the fast-growing personalised beauty and personal care category, complementing existing brands including The Man Company and Brillare.
THE WHY? The deal reflects growing consumer demand for customised, science-led and data-driven beauty solutions, while supporting Emami’s strategy to expand beyond traditional FMCG categories into high-growth digital beauty and wellness segments.
Source: Economic Times
