L’Oréal to acquire majority stake in Indian beauty company Innovist

L’Oréal has signed an agreement to acquire a majority stake in Innovist, a science-led Indian personal care firm, as part of a strategic push to deepen its presence in India’s high-growth beauty market. The acquisition brings Innovist’s science-backed skincare and haircare brands, Bare Anatomy and Chemist at Play, into L’Oréal’s Consumer Products Division. This move underscores the importance of localized, digital-first brands in capturing the attention of India’s increasingly sophisticated and ingredient-conscious consumer base.

Established in 2019 by Rohit Chawla, Sifat Khurana, and Vimal Bhola, Innovist is a digital-first personal care company that has gained traction in India through its focus on science-backed formulations and ingredient transparency. The company’s portfolio features brands Bare Anatomy and Chemist at Play, which offer a range of skincare and haircare solutions. Innovist operates an omnichannel model, leveraging direct-to-consumer channels, e-commerce, and quick-commerce platforms alongside traditional offline retail partnerships to reach its target audience across the country.

Following the completion of the transaction, Innovist’s founders will remain minority shareholders and will continue to lead the business in collaboration with L’Oréal India. The agreement also provides L’Oréal with the rights to acquire the remaining minority shares at a later date. The deal is slated to close in the coming months, subject to standard regulatory approvals and customary conditions, after which the brands will officially join L’Oréal’s Consumer Products Division portfolio.

The acquisition aligns with L’Oréal’s ambition to expand its footprint in India, recognized as one of the world’s fastest-growing beauty markets. By integrating Innovist’s local market knowledge and innovation capabilities with its own global expertise, L’Oréal seeks to solidify its position in the premium mass beauty segment. This strategic investment allows the French beauty giant to better serve digitally savvy Indian consumers who prioritize science-led personal care products and transparent brand values.