IncNut Digital
IncNut Digital is a Hyderabad-based D2C company operating subscription-based personalized beauty brands Vedix (Ayurvedic haircare) and SkinKraft (dermatology skincare), using AI-led diagnostics to deliver customized formulations to Indian consumers. Majority-owned by Emami Ltd since May 2026.
- Company typePrivate
- Founded2011
- HeadquartersHyderabad, India
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What IncNut Digital does
IncNut Digital is an India-based direct-to-consumer company founded in 2011 and headquartered in Hyderabad, operating in the personalized beauty and personal care segment. Its commercial portfolio centers on two flagship brands: Vedix, which delivers customized Ayurvedic haircare formulations, and SkinKraft, which offers dermatology-led customized skincare. Both brands are sold through owned subscription-based online platforms and target Indian consumers seeking outcome-driven, personalized beauty solutions rather than generic off-the-shelf products. The company also operates MomJunction, a content-driven parenting website that functions as a top-of-funnel acquisition channel.
The underlying technology is a data-driven diagnostics platform that uses AI-led assessments and consumer profile data to generate customized formulations. Inputs from consumer questionnaires feed recommendation logic that matches individuals to specific ingredient combinations — Ayurvedic formulations for Vedix and dermatology-validated regimens for SkinKraft. The architecture is supported by a CTO-led technology function with microservice design and dedicated engineering, R&D, and product management personnel across both brands.
Revenue is generated primarily through subscription-based direct-to-consumer product sales with reportedly high repeat purchase rates. The company reported FY25 consolidated turnover of ₹175.1 crore, down from ₹196.5 crore in FY24, with ₹30 lakh in net profit. In May 2026, FMCG major Emami Ltd acquired a 60% stake for ₹321 crore, with an option to acquire the remaining 40% over 4.5 years tied to future performance, bringing IncNut under the strategic ownership of a larger consumer products group.
IncNut Digital firmographics
Firmographics- Name
- IncNut Digital
- Legal name
- IncNut Digital Pvt. Ltd
- Website
- https://incnut.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- IncNut Digital is a Hyderabad-based D2C company operating subscription-based personalized beauty brands Vedix (Ayurvedic haircare) and SkinKraft (dermatology skincare), using AI-led diagnostics to deliver customized formulations to Indian consumers. Majority-owned by Emami Ltd since May 2026.
- Ownership category
- akta.pro rank
IncNut Digital industry classification
Industry- Product category
- Personalized Beauty and Personal Care
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Other Health and Personal Care Retailers (45619)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)
- akta.pro secondary industry
- Beauty & Personal Care Online Retailers (CRAFADAC)
Keywords
Where IncNut Digital is headquartered
LocationHeadquarters
- HQ city
- Hyderabad
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
IncNut Digital business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Marketing or Sales, Supply Chain, Technology or R&D, Operations
Revenue model
- Direct-to-Consumer Product Sales: Subscription-based direct-to-consumer sales of personalized beauty products (Vedix and SkinKraft). High repeat purchase rates drive recurring revenue through customized haircare and skincare formulations sold directly to consumers via online platforms.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
IncNut Digital product offering
Product offeringCore offering
IncNut Digital sells personalized skincare and haircare products directly to consumers through subscription-based online platforms under the Vedix (Ayurvedic haircare) and SkinKraft (dermatology-led skincare) brands. Products are customized using AI-led assessments and consumer profile data. The company also operates MomJunction, a parenting content website that supports customer acquisition for its beauty brands.
Product overview
IncNut Digital is a direct-to-consumer company operating multiple personalized beauty brands in the Ayurvedic and dermatology segments. Its portfolio includes Vedix (personalized Ayurvedic haircare and skincare using AI-led assessments and data analytics) and SkinKraft (dermatologist-led customized skincare). Both brands operate subscription-based platforms with high repeat purchase rates. The company also operates MomJunction, a parenting website platform. Founded in 2011 and headquartered in Hyderabad, IncNut built its business on data-driven diagnostics and customized formulations, leveraging AI technology to deliver personalized beauty solutions.
Differentiator
Problem solved
Functional benefit
Brands
- Vedix: Personalised Ayurvedic haircare brand using data-driven diagnostics and customised formulations with AI-led assessments
- SkinKraft
Products and services
- Vedix
- SkinKraft
- MomJunction
Companies that use IncNut Digital
Customer profileSegments1 record
Ideal customer profiles1 record
IncNut Digital technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature3 records
IncNut Digital partnerships and signals
Strategic signalScale indicators5 records
Recent moves5 records
Expansion highlights4 records
IncNut Digital competitors and assessment
Company assessmentDirect peers
- Honasa Consumer (Mamaearth, The Derma Co, Staze): Mamaearth is India's largest D2C beauty brand and the most direct competitor to both SkinKraft and Vedix, offering personalized skincare and haircare via D2C and modern trade. Public listing on Indian exchanges gives it superior capital access compared to IncNut.
- Sugar Cosmetics: Sugar is a leading Indian D2C color cosmetics and skincare brand operating a similar online-first model with strong brand marketing. Comparable target demographic (urban women), D2C channel mix, and competitive overlap in skincare.
- Plum (Plum Goodness): Plum is a vegan, cruelty-free D2C beauty brand spanning skincare and haircare with a clean-beauty positioning comparable to SkinKraft and Vedix. Direct overlap in product categories, target customer, and D2C distribution model.
- WOW Skin Science: WOW is a mass-premium D2C beauty brand with strong presence in skincare and haircare. Overlaps with SkinKraft (skincare) and Vedix (haircare) on product categories, omnichannel D2C-plus-offline model, and Indian consumer target.
- mCaffeine: mCaffeine is a D2C personal care brand with caffeine-infused skincare and haircare. Comparable D2C-first model, India focus, and millennial/Gen-Z consumer target.
- Minimalist: Minimalist is a science-backed, dermatologist-formulated D2C skincare brand. Closely overlaps with SkinKraft's dermatology-led positioning and serves a similar ingredient-conscious consumer segment.
- MyGlamm: MyGlamm is a content-driven D2C beauty platform with skincare and color cosmetics. Comparable content-led GTM (similar to MomJunction's role for IncNut) and omnichannel D2C-plus-offline presence.
- Dot & Key: Dot & Key is a D2C skincare brand focused on Korean-inspired formulations targeting younger consumers. Overlaps with SkinKraft on skincare category, online-first channel strategy, and Indian consumer base.
Emerging players
- Juicy Chemistry: Juicy Chemistry is an Indian clean-beauty and personalized skincare brand. Comparable emphasis on natural/organic ingredients and customization, though smaller scale and narrower distribution.
Broad incumbents
- Emami Ltd (parent company): Emami is the strategic acquirer and now parent of IncNut, operating heritage personal care brands (BoroPlus, Navratna, Zandu, Fair and Handsome) alongside newer acquisitions (The Man Company, Brillare). Comparable as a broad incumbent in Indian personal care with overlapping distribution and product categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
IncNut Digital social profiles
Digital presenceIncNut Digital financial estimates
Financial estimateRevenue estimate
Valuation estimate
IncNut Digital leadership team
Management profileNumber of profiles
Profiles29 records
IncNut Digital subsidiaries and ownership
Company hierarchySubsidiaries1 record
IncNut Digital funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
IncNut Digital M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about IncNut Digital
What does IncNut Digital do?
IncNut Digital sells personalized skincare and haircare products directly to consumers through subscription-based online platforms under the Vedix (Ayurvedic haircare) and SkinKraft (dermatology-led skincare) brands. Products are customized using AI-led assessments and consumer profile data. The company also operates MomJunction, a parenting content website that supports customer acquisition for its beauty brands.
Is IncNut Digital a public or private company?
IncNut Digital is a private company. It is classified as corporate owned and is currently operating.
When was IncNut Digital founded?
IncNut Digital was founded in 2011. It employs 101 to 250 people.
Where is IncNut Digital based?
IncNut Digital is headquartered in Hyderabad, India, in the Asia region.
How does IncNut Digital make money?
One revenue line is on record: direct-to-Consumer Product Sales.
Who are IncNut Digital's main competitors?
Direct peers on record are Honasa Consumer (Mamaearth, The Derma Co, Staze), Sugar Cosmetics, Plum (Plum Goodness), WOW Skin Science, mCaffeine, Minimalist, MyGlamm and Dot & Key. Juicy Chemistry is listed as an emerging player. Emami Ltd (parent company) is listed as a broad incumbent.
Does IncNut Digital have an API?
No public API is recorded for IncNut Digital.
What industry is IncNut Digital in?
IncNut Digital's product category is Personalized Beauty and Personal Care. Its primary akta.pro industry code is CRADANAC, Hand & Body Care (Lotions, Creams, Body Oils), with a secondary code of CRAFADAC, Beauty & Personal Care Online Retailers. Its NAICS code is 456120 and its SIC code is 2844.