Emami has signed a definitive agreement to acquire a 60% stake (on a fully diluted basis) in IncNut Digital, along with its subsidiaries and associates, marking a strategic expansion in the personalised beauty and personal care segment. The transaction is valued at Rs. 321 crore and includes performance-linked adjustments over a 24-month period. Additionally, Emami will acquire the remaining stake in IncNut Digital over the next four-and-a-half years in two tranches from the current closing, at a valuation linked to agreed future performance metrics.

IncNut is among India’s early players in the personalised beauty and personal care segment, operating through its flagship brands Vedix and SkinKraft. Built on a foundation of data-driven personalisation and scientific formulation, both brands have established strong direct-to-consumer platforms delivering data-driven, customised haircare and skincare solutions tailored to individual customer needs, profiles, and desired outcomes.

Harsha Vardhan Agarwal said, “This investment represents a strategic step in strengthening our presence in the high-growth beauty and personal care segment. While the broader BPC market continues to expand, meaningful differentiation remains limited, with only a few players offering deeply personalised, outcome-driven solutions. As consumer preferences increasingly shift towards efficacy and customisation, we see personalised beauty as a significant long-term growth opportunity in India and globally.

Vedix and SkinKraft will strengthen our Beauty and Personal Care portfolio by adding personalised, science-led offerings across Ayurveda and dermatology. Alongside The Man Company and Brillare, this acquisition strengthens our presence across high-growth BPC segments, aligns with our strategy of building a future-ready, consumer-centric portfolio, and positions us to capture the next phase of consumer demand. We are excited to partner with the founders and management team to scale these brands to the next phase of growth.”

Commenting on the development, Chaitanya Nallan said, “This partnership with Emami represents a key turning point for Vedix and SkinKraft. Leveraging Emami’s deep-rooted consumer expertise and strong execution capabilities, we will fast-track innovation, scale our reach significantly, and lead the evolution of the personalised beauty industry.”