Name

Minimalist

Legal name

Uprising Science Pvt Ltd

Website

https://beminimalist.co

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Skincare Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Natural/Organic & Clean Skincare (CRABAAAH)

akta.pro secondary industries

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE), Dermocosmetics & Medical-Grade Skincare (CRABAAAF), Baby Skincare (Lotions, Creams, Oils) (CRABAJAB), Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

Keywords

• Skincare products
• Hair care products
• Baby care products
• Ingredient transparency
• Dermatologist tested

Headquarters

HQ city

Jaipur

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Operations, Supply Chain, Technology or R&D, Personnel, Infrastructure

Revenue model

1. Direct-to-Consumer Skincare Product Sales: Minimalist generates revenue through direct online sales of skincare, haircare, and baby care products via its e-commerce platform (beminimalist.co), mobile app, and marketplaces including Nykaa. Products are sold at accessible price points with regular promotional offers including bundle discounts and B2G1 (Buy 2 Get 1 Free) promotions. Following HUL acquisition, the brand gains access to HUL's omnichannel distribution infrastructure for offline retail expansion.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Minimalist manufactures and sells science-backed skincare, haircare, and baby care products directly to consumers through its own e-commerce platform, mobile app, and third-party marketplaces. The product portfolio spans cleansers, serums, moisturizers, sunscreens, hair treatments, lip treatments, and baby care items formulated with globally-sourced clinically tested actives and full ingredient transparency. The brand differentiates through affordable mass-premium pricing, dermatologist-tested efficacy claims, and an education-driven trust-first marketing approach.

Product overview

Minimalist is a direct-to-consumer skincare brand offering science-backed, transparent beauty products at affordable prices. The product portfolio centers on five core categories: Skin & Body (including face serums, cleansers, moisturizers, toners, and sunscreens), Hair Care (shampoos, serums, masks), Lip Treatments, Baby Care, and Eye Care. Key products include bestsellers like the Salicylic Acid + LHA 2% Cleanser, SPF 50 Sunscreen, Vitamin B5 10% Moisturizer, Niacinamide 10% Face Serum, Vitamin C 10% Face Serum, and Salicylic Acid 2% Face Serum. The brand differentiates through full ingredient transparency (disclosing concentration percentages), in-house laboratory formulation development, and globally-sourced ingredients. The company also operates AI-powered tools including Skin Insights (computer vision-based skin analyzer) and Claré (NLP-powered chatbot assistant). A loyalty program (Trust Circle) and mobile app enhance customer engagement. Products are primarily sold through the e-commerce website with availability across major online marketplaces.

Differentiator

Problem solved

Functional benefit

Products and services

• Salicylic Acid + LHA 2% Cleanser Daily gentle exfoliating acne-fighting face cleanser combining BHA (Salicylic Acid) and LHA (Capryloyl Salicylic Acid) at 2% concentration for deep cleansing, pore decongestion, and sebum reduction without drying the skin. For consumers with acne-prone, oily, and combination skin.
• SPF 50 Sunscreen (Multi-Vitamin) Broad spectrum SPF 50 sunscreen with PA++++ rating featuring a lightweight moisturizer-like texture enriched with Vitamins B, E, and F to repair skin and minimize UV damage. Independently lab-tested at SPF 56.6. For daily sun protection across all skin types.
• Vitamin B5 10% Moisturizer Oil-free daily moisturizer with 10% Vitamin B5 (Panthenol) formulated for oily and combination skin, providing deep hydration while repairing the skin barrier. 93% of subjects agreed skin remains moisturized for 12 hours.
• Niacinamide 10% Face Serum Clarifying serum with 10% pure Vitamin B3 (Niacinamide), Zinc, and Matmarine for reducing sebum, minimizing pores, fading acne marks, and evening skin tone. For oily and acne-prone skin.
• Vitamin C 10% Face Serum Brightening daily serum with stabilized Ethyl Ascorbic Acid (86% pure Vitamin C content) and Acetyl Glucosamine to brighten skin, fade dark spots, and improve skin elasticity. 90% of subjects said dark spots faded after 8 weeks.
• Salicylic Acid 2% Face Serum Daily BHA exfoliating serum that penetrates pores to dissolve dead skin cells and sebum, reducing acne, blackheads, and excessive oil for clear, matt-looking skin. For acne-prone skin.
• Hair Growth Actives 18% Hair Serum Targeted hair serum with Capixyl, Redensyl, and Procapil complex at 18% concentration for reducing hair fall and promoting hair growth. For consumers experiencing hair thinning and hair fall.
• Anti Dandruff Shampoo 3.5% Medicated anti-dandruff shampoo with 3.5% concentration to reduce dandruff, itchiness, and scalp impurities. For consumers with dandruff and scalp irritation.
• Maleic Bond Repair Complex 3.5% Hair Shampoo Bond repair shampoo with 3.5% Maleic Acid for repairing dull, weak, and damaged hair by restoring hair bonds. For damaged hair concerns.
• Retinal 0.1% Face Serum Anti-aging serum with 0.1% Retinal (retinaldehyde) for targeting fine lines, wrinkles, and uneven skin texture. For anti-aging skincare routines.
• Multi Repair Actives 15% Face Serum Advanced multi-benefit serum with 15% active ingredients targeting dullness, fine lines, and loss of firmness. For comprehensive anti-aging care.
• Copper Peptide + PDRN 1.25% Face Serum Advanced anti-aging serum combining Copper Peptide and PDRN (Polynucleotide) at 1.25% concentration for wrinkles, fine lines, and damaged barrier repair. For mature skin.
• B12 + Repair Complex 5.5% Face Moisturizer Barrier repair moisturizer with Vitamin B12 and repair complex at 5.5% concentration for repairing and strengthening the skin barrier. For barrier-damaged skin.
• Marula Oil 5% Face Moisturizer Nourishing moisturizer with 5% Marula Oil for dry skin, flakiness, and tightness. For dry skin types.
• Alpha Arbutin 2% Face Serum Brightening serum with 2% Alpha Arbutin for reducing hyperpigmentation, tanning, and sunspots. For pigmentation concerns.
• AHA BHA 10% Face Exfoliator Chemical exfoliant combining AHA and BHA at 10% concentration for addressing dullness, roughness, and uneven texture. For weekly exfoliation routines.
• Ceramide & Squalane Nourishing Lotion (Baby Care) Gentle baby lotion with Ceramide and Squalane for deeply nourishing and keeping baby's skin soft. Part of the pediatric skincare range for infants.
• Ceramide & Vitamin B5 Delicate Cleanser (Baby Care) Gentle baby cleanser with Ceramide and Vitamin B5 that cleanses without drying delicate baby skin. For infant daily cleansing.
• Zinc Oxide + B5 Healing Ointment (Baby Care) Protective baby ointment with Zinc Oxide and Vitamin B5 for preventing skin irritation and diaper rash. For infant skin protection.
• Provitamin D3 Massage Oil (Baby Care) Baby massage oil with Provitamin D3 for nourishing and soothing baby's delicate skin. For infant massage and skincare routines.
• Skin Insights AI Image Analyzer AI-powered image analysis tool using computer vision to analyze user-uploaded skin photographs, identify skin concerns, and recommend personalized skincare products. Free consumer-facing tool on website and app.
• Claré AI Assistant Conversational AI chatbot powered by Purands that provides personalized skincare guidance, product recommendations, and answers skincare-related queries through natural language processing. Available on website and mobile app.
• Minimalist Mobile App (iOS & Android) Mobile application offering 10% off plus 10% cashback on app orders, order tracking, personalized skincare routines, loyalty program access, and AI assistant features. Available on Apple App Store and Google Play Store.
• Maleic Bond Repair Complex 5% Hair Serum Concentrated bond repair serum with 5% Maleic Acid for frizzy, weak, damaged, and brittle hair. For intensive hair repair.
• Maleic Bond Repair Complex 5% Hair Mask Intensive hair treatment mask with 5% Maleic Acid for deep repair of dull, frizzy, weak, and damaged hair. For weekly deep conditioning.
• Hydrating Factors 7.3% Hair Shampoo Hydrating shampoo with 7.3% hydrating factors for managing dry, dull, and frizzy hair. Part of hair category expansion in 2025.
• Marula Oil 5% Cleansing Oil Cleansing oil with 5% Marula Oil for gentle removal of oils, makeup, and impurities. For dry and sensitive skin types.
• HOCL Skin Relief Spray 150 ppm HOCL (hypochlorous acid) based spray at 150 ppm concentration for soothing eczema, acne, redness, and damaged skin barrier. For compromised and sensitive skin.
• Light Fluid SPF 50 Sunscreen Lightweight daily sunscreen with SPF 50 and PA++++ rating for daily sun protection. For all skin types.
• Vitamin B12 + NMF 3% Face Toner Face toner with Vitamin B12 and Natural Moisturizing Factors (NMF) at 3% concentration for soothing and nourishing skin. For post-cleansing routine.

Quantifiable outcome

• 90% of subjects agreed significant reduction in skin oiliness after 6 washes with Salicylic Acid + LHA 2% Cleanser
• +7 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature5 records

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Honasa Consumer (Mamaearth): Largest Indian D2C beauty and personal-care brand (Mamaearth, The Derma Co, Aqualogica, BBlunt) targeting similar urban ingredient-conscious consumers. Most direct comparable in product breadth, D2C-first distribution, and clinically-positioned skincare ranges.
• Plum (Plum People Treefree Cosmetics): Indian vegan and cruelty-free D2C beauty brand spanning skincare, haircare, and body care with comparable price points (₹200–₹1,000) and chemistry-led ingredient transparency. Direct competitor for the same digitally-native Gen-Z female consumer.
• mCaffeine: Caffeine-themed D2C personal-care brand offering skincare, haircare, and body care at similar ₹200–₹800 price bands. Comparable D2C-first marketing strategy and digitally-engaged target audience.
• WOW Skin Science: Indian D2C beauty and wellness brand with broad haircare, skincare, and body-care portfolio. Similar accessible premium positioning and ingredient-led marketing.
• Foxtale: Mumbai-based D2C skincare startup focused on science-backed serums, moisturizers, and sunscreens targeting similar ingredient-conscious Indian consumers at ₹300–₹900 price points.
• Juicy Chemistry: Indian clean-beauty and natural/organic skincare brand with certified organic formulations and ingredient transparency. Direct competitor in the clean-label, education-led skincare segment.
• The Derma Co (Honasa Consumer): D2C dermatology-backed skincare brand offering actives-based formulations (niacinamide, salicylic acid, retinol) at similar price points. Direct competitor for the clinically-positioned mass-premium segment.
• Dot & Key: D2C skincare brand emphasizing ingredient-led formulations and influencer marketing across serums, sunscreens, and moisturizers. Comparable product range and target audience.

Broad incumbents

• DECIEM / The Ordinary: Estée Lauder-owned global 'clinical-grade at accessible prices' skincare brand with similar ingredient-transparency and actives-based positioning. Sets the global benchmark Minimalist is modeled on.
• CeraVe: L'Oréal-owned dermatologist-developed skincare brand offering ceramides and clinically-backed formulations at similar accessible price points. Increasingly present in the Indian market as a global competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@beminimalist
• Facebookfacebook.com/minimalistinc
• Instagraminstagram.com/beminimalist__
• LinkedInlinkedin.com/company/beminimalist

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Minimalist