Minimalist’s journey is a testament to entrepreneurial resilience and innovation. Founded by brothers Mohit and Rahul Yadav in October 2020, the brand emerged from a simple yet revolutionary concept: transparent, science-backed skincare that puts ingredients before marketing hype.
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Table of Contents
Breaking the Traditional Skincare Mold
In an industry dominated by glossy advertisements and celebrity endorsements, Minimalist took a radically different approach. The brand’s core philosophy was straightforward yet groundbreaking:
- Transparency in ingredients
- Scientific research as the foundation
- No unnecessary marketing fluff
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Rapid Growth and Market Disruption
The startup’s initial launch was modest but impactful. Their first batch of just 1,000 bottles sold out in two days, signaling a massive market hunger for honest, effective skincare solutions. The brand’s growth was nothing short of extraordinary:
- Crossed ₹100 crore in revenue within 8 months
- Achieved 10,000 daily orders
- Built a passionate, loyal customer base
- Gained 10,000+ Instagram followers in just two days
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The Game-Changing Strategy
Minimalist differentiated itself by:
- Providing clear, comprehensive ingredient lists
- Explaining the scientific rationale behind each product
- Prioritizing product efficacy over marketing theatrics
- Creating a direct, transparent relationship with consumers

The Ultimate Validation
On January 22, 2025, Minimalist reached its pinnacle when Hindustan Unilever (HUL) acquired a 90.5% stake for an impressive ₹2,955 crore ($342.3 million). This acquisition wasn’t just a financial milestone but a powerful validation of their disruptive approach to skincare.
Key Takeaways
The Minimalist story illustrates several crucial entrepreneurial lessons:
- Understand your market’s true needs
- Prioritize product quality and transparency
- Build a brand that genuinely connects with consumers
- Stay true to your core mission and values
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From Local Entrepreneurs to Industry Innovators
Mohit and Rahul Yadav’s journey—from running an online T-shirt store to creating a groundbreaking skincare brand—demonstrates the power of vision, persistence, and customer-centric innovation.
Minimalist isn’t just a skincare brand; it’s a movement that’s reshaping how consumers think about personal care products.
About the Founders
Mohit Yadav, with previous experience scaling startups like CarDekho and leading Otis.com in Indonesia, brought strategic insights. Rahul Yadav complemented this with a keen understanding of consumer needs and product development.
FAQs
How did Minimalist succeed?
By focusing on science-backed ingredients, transparent product details, and prioritizing efficacy over marketing hype.
Who founded the Minimalist?
Brothers Mohit and Rahul Yadav from Jaipur, who previously ran an online T-shirt business.
What made the HUL acquisition significant?
HUL acquired 90.5% stake for ₹2,955 crore in just three years, validating Minimalist’s disruptive approach to skincare.