Emami Expands Presence in Personalised Beauty Segment
Kolkata-based FMCG company Emami Ltd. has agreed to acquire a 60% stake in Hyderabad-based personalised beauty and personal care company IncNut Digital Pvt. Ltd. for a cash consideration of ₹321 crore.
The transaction includes IncNut Digital’s flagship direct-to-consumer brands, Vedix and SkinKraft. Emami stated that it intends to acquire the remaining stake over the next four-and-a-half years in two tranches, with the final valuation linked to future business performance.
Following completion of the transaction, IncNut Digital and its subsidiary IncNut Lifestyle Retail will become subsidiaries of Emami.
Acquisition Strengthens Personalisation-Focused Portfolio
IncNut Digital is among India’s early entrants in the personalised beauty and personal care segment. The company operates data-driven direct-to-consumer platforms that provide customised skincare and haircare solutions based on individual consumer profiles and preferences.
Its key brands include:
- Vedix, which combines Ayurvedic principles with data analytics to deliver personalised formulations
- SkinKraft, which offers dermatologist-inspired skincare and haircare solutions tailored to specific concerns
According to the company, IncNut Digital reported consolidated revenue of ₹175.1 crore in FY25.
Strategic Implications for India’s Beauty Market
The acquisition reflects growing interest in personalised beauty and outcome-driven product development within India’s beauty and personal care sector.
For industry stakeholders, the transaction highlights increasing investment in:
- Data-driven beauty platforms
- Customised skincare and haircare solutions
- Direct-to-consumer business models
- Digital consumer engagement
- Personalisation technologies
The deal may strengthen Emami’s position in the evolving personalised beauty category while providing IncNut Digital with greater scale, operational support, and market reach.