Global beauty major L’Oréal on Thursday said it has signed an agreement to acquire a majority stake in Innovist, known for personal care brands such as Bare Anatomy and Chemist at Play. This comes at a time when the beauty and personal care market is growing rapidly with growing per cap spends by consumers.
Founded in 2019 by Rohit Chawla, Sifat Khurana and Vimal Bhola, Innovist is known for digital-first personal skincare and hair care products are available across its own direct-to-consumer platforms, major e-commerce and quick commerce channels, and offline retail partnerships nationwide. The transaction is expected to be completed in the next few months post regulatory approvals. This is the first acquisition of the beauty major in India, which so far had been pursuing organic growth strategy
L’Oréal has also secured rights to buy out the minority shareholders in full.
“Under the agreement, the Innovist founding team will remain in place, as minority shareholders, and will continue to operate and scale the business in collaboration with L’Oréal India. The Innovist brands will be part of L’Oréal’s Consumer Products Division portfolio,” the statement added.
The beauty major said that it will start consolidating Innovist sales from the date of the closing of the transaction.
“Our investment in this innovative Indian start-up is a clear testament to our unwavering commitment to expanding L’Oréal’s footprint in India.By bringing together the very best of L’Oréal’s global expertise with Innovist’s high-performing, science-led products and deep-rooted understanding of the Indian consumer, I believe we are poised to shape the future of beauty in this dynamic market,” said said Nicolas Hieronimus, Chief Executive Officer of L’Oréal.
“India is one of the most exciting and fast-evolving beauty markets in the world, and this partnership places us right at the heart of that momentum. For the Consumer Products Division, this is a key milestone, one that reflects both our ambition and our commitment to this extraordinary market,” added Fabrice Megarbane, President Consumer Products Division, L’Oréal.
Jacques Lebel, Country Manager of L’Oréal India pointed out that this acquisition will enable bringing L’Oréal even closer to the new generation of digitally-savvy Indian beauty consumers.
Published on June 18, 2026
