L’Oréal India is reportedly in discussions to acquire a controlling stake in Innovist, as part of its strategy to strengthen its foothold in the country’s rapidly expanding beauty and personal care market.
According to a report by The Economic Times, the proposed deal is estimated at between $350 million and $450 million. If finalised, it would give L’Oréal India a majority stake in Innovist, which operates a portfolio of digital-first beauty and personal care brands.
Innovist is known for building online-led brands such as Bare Anatomy, Chemist at Play, Sunscoop and Vinci Botanicals. These labels have gained traction among younger consumers through direct-to-consumer channels and ingredient-focused positioning. With this deal, L’Oreal will have a stake in these brands too.
Sources indicate that negotiations between the two companies have been underway for nearly a year. The transaction is expected to be executed in stages, beginning with the acquisition of a controlling stake and, at a later stage, giving them full ownership.
The potential acquisition reflects L’Oréal India’s intent to deepen its presence in India’s evolving beauty landscape, where homegrown, digital-native brands are increasingly competing with established multinational players. By integrating Innovist’s portfolio, the company is likely aiming to tap into fast-growing online segments and expand its reach among digitally savvy consumers.
The move also highlights a broader trend of global beauty companies seeking partnerships or acquisitions in India to stay competitive in a market driven by innovation, niche positioning and rapid shifts in consumer preferences.
