Global Beauty Giant Bets on Fast-Growing D2C Brands Bare Anatomy and Chemist at Play
Global beauty leader L’Oréal has signed an agreement to acquire a majority stake in Innovist, one of India’s fastest-growing direct-to-consumer (D2C) personal care companies. The move marks a significant milestone in L’Oréal’s strategy to expand its footprint in India's rapidly evolving beauty and personal care sector.
While the financial details of the transaction have not been disclosed, the acquisition is expected to strengthen L’Oréal’s position among digitally savvy Indian consumers and enhance its portfolio of science-led beauty brands.
L’Oréal Expands Presence in India’s Fast-Growing Beauty Industry
Founded in 2019 by Rohit Chawla, Sifat Khurana, and Vimal Bhola, Innovist has emerged as a leading player in India’s personal care market with its consumer-focused brands including Bare Anatomy and Chemist at Play.
The company is known for its science-backed formulations, ingredient transparency, and digital-first approach, catering to the growing demand for premium skincare, haircare, and personal care products among Indian consumers.
According to L’Oréal, the acquisition aligns with its long-term vision of investing in innovative local brands that resonate with India's new-generation beauty consumers.
Innovist Founders to Continue Leading the Business
As part of the agreement, Innovist’s founding team will continue to lead and scale the business while retaining minority ownership in the company.
The founders will work closely with L’Oréal India to accelerate growth, innovation, and market expansion. Innovist’s portfolio will become part of L’Oréal’s Consumer Products Division, allowing the brands to leverage the company's global expertise, research capabilities, and distribution network.
L’Oréal expects to complete the transaction in the coming months, subject to regulatory approvals and customary closing conditions.
The agreement also grants L’Oréal the option to acquire the remaining minority stake in the future.
Strategic Partnership to Drive Innovation and Growth
Commenting on the acquisition, Nicolas Hieronimus, Chief Executive Officer of L’Oréal, said the investment reflects the company’s strong commitment to India’s beauty and personal care market.
He noted that combining L’Oréal’s global scientific expertise with Innovist’s deep understanding of Indian consumers and high-performing products creates significant opportunities for future growth.
The partnership is expected to accelerate innovation and help develop beauty solutions specifically tailored to Indian consumer needs.
Why Innovist Stands Out in the D2C Beauty Segment
Innovist has built a strong reputation in the Indian beauty industry through:
- Science-led product development
- Clean and transparent formulations
- In-house research and manufacturing capabilities
- Strong digital-first distribution model
- Rapidly growing customer base across India
Its flagship brands, Bare Anatomy and Chemist at Play, have gained popularity among consumers seeking evidence-based beauty and personal care solutions.
India Emerges as a Key Growth Market for Global Beauty Brands
L’Oréal executives described India as one of the most dynamic and fastest-growing beauty markets globally.
Fabrice Megarbane, President of L’Oréal’s Consumer Products Division, said the acquisition represents an important step in the company’s strategy to strengthen its presence in high-growth markets.
Similarly, Jacques Lebel, Country Manager of L’Oréal India, highlighted that the partnership would enable the company to connect more effectively with India’s digitally native beauty consumers.
Innovist Founder Sees Long-Term Opportunity
Innovist Founder and CEO Rohit Chawla said the company was built on the belief that Indian consumers deserve globally competitive beauty products based on real science and complete formulation transparency.
According to Chawla, partnering with L’Oréal will provide access to world-class scientific resources, innovation capabilities, and global expertise, helping Innovist accelerate its mission and build the next generation of beauty brands in India.
Growing Consolidation in India’s Beauty and Personal Care Sector
The deal reflects the increasing interest of global consumer goods companies in India's rapidly expanding beauty and wellness market.
With rising disposable incomes, increasing digital adoption, and growing demand for premium personal care products, India continues to attract significant investment from multinational brands seeking long-term growth opportunities.
L’Oréal’s investment in Innovist highlights the growing importance of homegrown, science-backed D2C brands and reinforces India’s position as a key global beauty market.
(With inputs from agencies)