L’Oréal has signed an agreement to acquire a majority stake in Innovist, the Indian digital-first personal care company behind brands such as Bare Anatomy and Chemist at Play.

The move strengthens L’Oréal’s presence in India and adds a portfolio of science-led, digitally native brands to its Consumer Products Division. Founded in 2019 by Rohit Chawla, Sifat Khurana and Vimal Bhola, Innovist has built a presence in skincare and haircare through its focus on clean formulations, ingredient transparency, in-house R&D and manufacturing capabilities.

As part of the agreement, the founders will remain minority shareholders and continue to lead the business alongside L’Oréal India.

Innovist’s products are currently sold through direct-to-consumer channels, e-commerce and quick-commerce platforms, as well as offline retail partnerships across the country.

Nicolas Hieronimus, chief executive officer, L’Oréal, said the investment reflects the company’s commitment to expanding its footprint in India. He added that combining L’Oréal’s global expertise with Innovist’s understanding of Indian consumers and science-led product portfolio creates an opportunity to shape the future of beauty in the market.

Fabrice Megarbane, president, Consumer Products Division, L’Oréal, described India as one of the world’s most dynamic beauty markets and said the acquisition marks an important milestone for the division’s growth ambitions in the country.

Jacques Lebel, country manager, L’Oréal India, said the partnership would help the company connect more closely with digitally savvy Indian beauty consumers.

Rohit Chawla, CEO and Co-founder, Innovist, said the company was built on the belief that Indian consumers deserve science-backed beauty products with transparent formulations. He added that the partnership with L’Oréal brings access to global scientific innovation and creates opportunities to build the next generation of beauty brands.

Sifat Khurana, CMO and co-founder, Innovist, said the deal marks the beginning of a larger chapter for Indian beauty, while Vimal Bhola, chief R&D scientist and co-founder, highlighted the shared focus on scientific rigour between the two companies.

The transaction is expected to close in the coming months, subject to regulatory approvals and customary closing conditions. L’Oréal will begin consolidating Innovist’s sales after completion of the deal and has also secured rights to acquire the remaining minority shareholding in the future.