Marico, one of India’s leading FMCG companies, has acquired a majority stake in SkinKraft, the parent company of the brand Skinetiq+, as part of its strategy to expand in the fast-growing digital beauty and personal care segment. SkinKraft is a tech-enabled, direct-to-consumer (D2C) skincare brand that offers customized skincare solutions based on individual skin profiles using AI-driven analysis.
Marico initially acquired a significant minority stake and later increased its shareholding to gain majority control, strengthening its portfolio beyond traditional haircare and edible oils. This acquisition supports Marico’s focus on premiumization, innovation, and digital-first brands targeting millennials and Gen Z consumers. Marico acquire a 75% stake in Vietnam based Skinetiq in an all cash deal valued at Rs 300 crores strengthening its premium beauty products.
This deal enables Marico to leverage Skinetiq’s data-driven personalization technology while providing operational scale, distribution expertise, and marketing strength. The acquisition reflects Marico’s long-term vision to build a strong presence in the evolving beauty and personal care ecosystem in India.