In a market saturated with flashy advertisements, celebrity endorsements, and tall claims, two brothers from Jaipur took a radically different route. In 2020, Mohit and Rahul Yadav launched Minimalist, a skincare brand built on transparency, science, and trust and within just four years, they turned it into a ₹3000 crore powerhouse.
From Tech to Skincare
The Yadav brothers were no strangers to entrepreneurship. Before diving into beauty, they ran a successful AI data analytics startup called Epsalon. But they saw a bigger opportunity a glaring gap in the Indian skincare industry. Consumers were overwhelmed by marketing jargon, unclear ingredient lists, and overpriced products with unrealistic promises.
The Birth of a Disruptor
Inspired by globally respected brands like The Ordinary, they set out to create a clean, science-backed skincare brand for Indian consumers. With a simple mission “Be transparent. Be effective.” they launched their first product: a Niacinamide serum, producing just 1,000 bottles.
The result? It sold out within weeks.
No Fluff, Just Facts
Minimalist built its brand differently. No fragrances. No harmful chemicals. No celebrity faces. Instead, the brand focused on:
- Scientific formulations backed by clinical results
- Full ingredient transparency
- Educational content to inform users
- Real customer reviews instead of exaggerated claims
This honest approach resonated with skincare enthusiasts, especially the younger generation who value authenticity.
Explosive Growth
Within months, Minimalist began gaining traction through word-of-mouth and online buzz. Their weekly growth rate increased by 10x, and their product line expanded rapidly. By 2024, they had over 50+ SKUs across categories from serums and cleansers to sunscreens and moisturizers all selling through major platforms like Amazon, Nykaa, Flipkart, and Myntra.
Today, the brand is not only a leader in India but is also stepping into international markets, with plans to replicate its success globally.
More Than Just a Brand
Minimalist isn’t just about skincare it’s about building trust in an industry where trust is often lacking. Their transparent approach, science-first ethos, and customer-centric model have redefined what it means to be a beauty brand in India.
The Takeaway:
Solve a real problem, stay authentic, and let your results speak louder than ads. Minimalist’s journey proves you don’t need celebrities or gimmicks just clarity, quality, and consistency.
