Emami acquires IncNut in a Rs 321 crore deal aimed at expanding its presence in India’s growing digital beauty and personal care market.
The FMCG company announced today that it will purchase a 60 percent stake in Hyderabad-based IncNut Digital through a cash transaction, while the remaining 40 percent stake will be acquired in phases over the next four-and-a-half years.
IncNut Digital owns direct-to-consumer brands Vedix and SkinKraft, both known for offering personalized skincare and haircare products. The brands have built a strong online customer base by combining technology, dermatology, and Ayurveda to create customized beauty solutions.
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The acquisition marks another major step in Emami’s strategy to strengthen its digital-first beauty portfolio and tap into the fast-growing premium skincare segment. Industry experts believe demand for personalized beauty products continues to rise, especially among younger consumers who prefer online shopping and customized wellness products.
"While the broader BPC market continues to expand, meaningful differentiation remains limited, with only a few players offering deeply personalised, outcome-driven solutions," Emami vice-chairman and managing director Harsha Vardhan Agarwal said.
The Emami acquires IncNut deal also gives the company a stronger foothold in the competitive D2C beauty space, where brands focused on personalization and data-driven skincare are seeing increased attention from larger FMCG players. Vedix focuses on Ayurvedic treatments designed for individual customer needs, while SkinKraft uses AI-based skin analysis to recommend customized products.
According to reports, IncNut generated revenue of nearly Rs 175-179 crore in FY25. Although the company’s growth has slowed compared to the previous year, Emami appears confident about the long-term potential of personalized skincare and wellness businesses in India.
Emami has already invested in brands such as The Man Company and Brillare. With the latest acquisition, the company further expands its reach across men’s grooming, Ayurveda, skincare, and digital beauty products as competition in the personal care market continues to intensify.
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