Emami Buys 60% of SkinKraft Parent IncNut for ₹321 Cr

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AuthorKavya Nair|Published at:
Emami Buys 60% of SkinKraft Parent IncNut for ₹321 Cr
Overview

Emami Limited is expanding its beauty footprint by acquiring a 60% stake in IncNut Digital, the parent company of personalized brands SkinKraft and Vedix, for ₹321 crore. The deal signals Emami's strategic entry into the fast-growing direct-to-consumer beauty segment, aiming to capture demand for customized skincare and haircare solutions.

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IncNut Digital operates through its flagship brands Vedix and SkinKraft, offering customized skincare and haircare products. Vedix utilizes Ayurvedic principles combined with consumer data for unique formulations, while SkinKraft focuses on dermatologist-backed solutions. This approach directly addresses the increasing consumer demand for products tailored to individual needs, differentiating from traditional one-size-fits-all offerings.

Emami's strategic intent behind the investment is to strengthen its presence in the high-growth beauty and personal care segment. Harsha Vardhan Agarwal, Vice Chairman & MD of Emami, noted that while the broader market expands, true differentiation through deeply personalized, outcome-driven solutions remains limited. Emami views personalized beauty as a significant long-term opportunity, both in India and globally.

The transaction includes performance-linked adjustments over the next two years. Emami also plans to acquire the remaining stake in IncNut Digital in two phases over the next 4.5 years, with final valuations contingent on future performance. IncNut Founder & CEO Chaitanya Nallan expressed optimism, stating the partnership will leverage Emami's consumer expertise to accelerate innovation and scale reach, leading the evolution of the personalized beauty industry.

Following the announcement, Emami's stock traded 1.19% higher on the BSE.

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