Emami has agreed to acquire a 60 percent stake in IncNut Digital, the Hyderabad-based parent company of personalised beauty and wellness brands SkinKraft and Vedix, for INR 321 crore (approximately USD 38 million). The acquisition gives Emami majority control of one of India’s most recognised direct-to-consumer beauty companies, with plans to acquire the remaining 40 percent stake in two additional tranches over the next four and a half years, based on future performance metrics.
IncNut operates two distinct and fast-growing brands. SkinKraft offers dermatology-led, personalised skincare solutions, while Vedix provides Ayurveda-based haircare and wellness products, both delivered primarily through digital-first channels. The company reported FY25 net sales of INR 175.1 crore, reflecting strong consumer demand for customised, science-backed beauty solutions in India.
For Emami, the acquisition represents a strategic expansion beyond its traditional FMCG portfolio into high-growth digital beauty and wellness segments. The move complements its existing new-age brand portfolio, which includes The Man Company and Brillare, and strengthens its presence in the rapidly evolving personalised beauty and personal care category.
The deal reflects a broader shift within India’s beauty industry, where consumers are increasingly gravitating towards data-driven, customised solutions over generic, one-size-fits-all products. Brands that combine technology, dermatological expertise, and ingredient science are gaining significant traction, particularly among urban, digitally engaged consumers.
This acquisition also signals Emami’s intent to deepen its digital capabilities and expand its reach among younger consumers who prioritise personalisation and efficacy. By integrating IncNut’s technology-driven approach with Emami’s distribution scale and brand-building expertise, the company is positioning itself to compete more aggressively in the premium, science-led beauty space.
The transaction is subject to regulatory approvals and customary closing conditions. With this move, Emami continues to consolidate its position as one of India’s most active acquirers in the beauty and wellness sector.
