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- Minimalist Made ₹350 CR in Sales in Just 4 Years
Minimalist Made ₹350 CR in Sales in Just 4 Years
They used these marketing strategies to grow
Skincare used to be confusing.
Brands used fancy words like glow-boosting and miracle formula, but never told us what was inside. Then The Ordinary, a Canadian brand that did things differently.
They showed the exact ingredients, shared real science, and built trust worldwide.
India needed something like that. And that’s when Minimalist stepped in.
They brought the same honest skincare idea to India - detailed ingredients, no false promises, and science-backed products. People loved it.
In just 4 years, Minimalist made ₹350 CR in sales.
And now, HUL might buy them for ₹3,000 CR.
How did the Minimalist grow super fast?
What marketing strategies did it use?
Let’s dig in.
How Minimalist Built a ₹350 CR Skincare Empire
Minimalist sold trust.
In an industry where brands hide ingredient lists behind buzzwords like natural and dermatologist-recommended, Minimalist focused on complete transparency.
Every product listed its active ingredients and their exact percentages. Instead of marketing fluff, they used science-backed formulations.
This approach resonated with Gen Z, who prefer data over drama and honesty over hype. But there’s more to its success than just transparency.
Right Timing
» Marketing Principle: First-Mover Advantage
Minimalist launched in 2020.
And that was when Indians were getting more skincare savvy.
Social media, especially Instagram and YouTube, alerted people about active ingredients like Niacinamide, Retinol, and Hyaluronic Acid.
Instead of buying products just because a celebrity endorsed them, people started researching what worked better.
That was also when The Ordinary, a Canadian skincare brand, expanded globally with a similar science-first approach.
But The Ordinary wasn’t available in India that smoothly. Minimalist filled this gap with affordable, science-based skincare for Indian skin types.
Break Myths
» Marketing Principle: Brand Differentiation Through Education
For years, Indian skincare brands relied on vague promises.
Brands claimed glowing skin in 7 days or 100% natural. Minimalist called out these gimmicks and educated consumers with real science. For example:
They explained why chemical-free is a myth
(everything, even water, is a chemical).They clarified that natural doesn’t always mean better
(some natural ingredients can be irritating).They proved affordable skincare can be high quality
(pricey doesn’t always mean better).
Recommended Section: Blogs on Minimalist’s website
Soon, they became a people-trusted brand, not just for products but for education.
Smart Pricing
» Marketing Principle: Cost Leadership Strategy
Minimalist also kept its pricing smart. Instead of relying on offline retail stores, they sold directly to consumers (D2C) through their website, Amazon, and Nykaa.
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This allowed them to keep prices low while maintaining high product quality.
For example, The Ordinary’s 10% Niacinamide Serum costs around ₹600-800 in India due to import costs. Minimalist launched the same product at just ₹599.
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And this is the price of the same serum on The Ordinary:
1 USD = 86.22 INR. 7.20 USD = 638 INR
Leveraging UGC
» Marketing Principle: Social Proof & User-Generated Content
Instead of spending millions on celebrity endorsements, Minimalist used customer reviews, skincare influencers, and word-of-mouth marketing.
Their products went viral on Instagram and YouTube, where skincare creators reviewed them in detail. Whoever bought Minimalist didn't just use them but let their followers and friends know about the brand. Here’s one, for example:
This organic hype fueled rapid growth.
Growth
Minimalist’s approach worked. In just four years, they hit ₹350 CR in annual revenue, making them one of India’s biggest D2C beauty brands.
Now, with HUL looking to acquire the brand for ₹3,000 CR, the big question is:
Will Minimalist stay true to its transparency-first approach, or will it blend into the corporate skincare market?
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How Global-Inspired Brands Are Winning in India
Minimalist’s rise isn’t an isolated success story. It’s part of a bigger trend.
Indian brands inspire global winners and adapt them to local markets.
Minimalist drew inspiration from The Ordinary and built an ingredient-first skincare brand for India. But they aren’t the only ones.
Here are some other brands that followed a similar playbook:
mCaffeine:
Just like The Body Shop made skincare cool with natural ingredients, mCaffeine built an entire brand around coffee-based skincare, making it India’s first caffeinated personal care brand.boAt:
Inspired by Beats by Dre, boAt turned premium audio accessories into a youth-focused lifestyle brand while keeping prices affordable.Sleepy Owl:
Took the cold brew coffee culture made famous by Blue Bottle Coffee and localized it for Indian consumers who wanted better coffee at home.XYXX:
Saw how brands like Calvin Klein made premium innerwear aspirational and built a high-quality, stylish underwear brand for young Indian men.
All these brands didn’t just copy global players. They localized the strategy by adjusting pricing, branding, and product-market fit for India.
And it worked. What does this have for us?
Find a proven global concept. Look at what’s trending internationally and see if there’s a demand gap in India.
Make it affordable. Price is a key factor. Cutting out retailers (D2C) can help.
Adapt to Indian preferences. What works abroad might need tweaking, whether flavors, ingredients, or messaging.
Leverage digital word-of-mouth. Indian consumers trust peer reviews and social proof more than traditional ads.
Minimalist proved that being inspired by a global brand isn’t about copying but making it work for a different market.
Ready-to-Use Marketing Strategy
One of Minimalist’s success factors was its radical transparency. This approach built trust, educated consumers, and turned them into loyal buyers.
Marketers in any industry (not just skincare) can use this honesty-first marketing approach to stand out in crowded markets. Here’s how:
Building Trust Through Transparency
Step 1:
Identify Industry Myths & Hidden Truths
Every industry has misleading claims, half-truths, and hidden secrets. Find the biggest myths in your niche and challenge them with facts.
Example:
Fitness brands: Challenge myths like carbs are bad and instead educate people about balanced nutrition.
Tech brands: Be upfront about real battery life instead of inflated marketing numbers.
Personal finance brands: Break down misleading investment advice and show risk factors.
Step 2:
Make Your Product Details Public
Most brands hide details, but sharing more builds trust. If you sell a product, share what’s inside, how it’s made, and why it works. Transparency removes doubts and makes customers feel confident.
Example:
Minimalist listed the exact % of active ingredients in each serum.
Tesla openly shared its patents to speed up EV adoption.
Buffer publicly shows employee salaries and revenue.
Step 3:
Educate, Don’t Just Sell
Instead of pushing ads, create valuable content that teaches customers something new. That builds authority and organic brand loyalty.
Example:
Minimalist educated customers on how skincare works.
HubSpot gives away free marketing courses.
Duolingo uses fun social media content to teach languages.
Step 4:
Use Real People to Prove Your Claims
Consumers trust peer reviews more than brand promises. Instead of traditional ads, show real users, case studies, and raw testimonials.
Example:
Minimalist relied on YouTube skincare influencers and customer testimonials to promote their products.
Airbnb built trust by focusing on user-generated content (real traveler experiences).
DTC fashion brands use user-submitted photos instead of airbrushed models.
Step 5:
Turn Transparency into a Competitive Advantage
Once you commit to radical transparency, make it your brand’s core positioning. Show consumers why you are different and why they should trust you over competitors.
Example:
Minimalist’s tagline: Clinically proven. Backed by science. Transparent by choice.
Patagonia: Don’t buy this jacket campaign encouraged mindful shopping to highlight their sustainability values.
Zappos: 10,000+ customer reviews help buyers make confident purchase decisions.
Conclusion
Minimalist’s success proves that transparency is a marketing advantage.
By being open about ingredients, pricing, and industry myths, they built a ₹350 CR brand in just four years. Now, with HUL’s potential acquisition, the real challenge is:
Will they stay true to their core values?
For marketers, the key takeaway is clear: Honesty sells. If you want to build a brand that people trust and recommend, here’s what to do:
Challenge industry myths
Be upfront about your product
Leverage user-generated content
Turn transparency into your brand’s identity
Global-inspired brands like Minimalist or boAt have shown that localizing proven ideas and keeping trust at the center leads to massive success.
Now, it’s your turn.
How can you use transparency to win in your industry?