FMCG giant Emami Ltd has announced a major move in India’s fast-growing beauty and wellness market by acquiring a 60% stake in Hyderabad-based IncNut Digital for ₹321 crore. IncNut is the parent company behind personalised beauty and wellness brands Vedix and SkinKraft, both of which have built strong direct-to-consumer (D2C) businesses in recent years.
The acquisition marks Emami’s strategic expansion into the booming personalised skincare and haircare segment, where consumer demand for customised beauty products continues to rise rapidly.
Deal Structure And Future Acquisition Plan
According to the company, the agreement includes performance-linked adjustments that will be evaluated over the next 24 months. Emami also plans to acquire the remaining stake in IncNut in two separate phases over the next four-and-a-half years, depending on future business performance and growth metrics.
The move signals Emami’s long-term commitment to strengthening its presence in India’s digital-first beauty and personal care ecosystem.
About Vedix And SkinKraft
Founded in 2011, IncNut Digital operates two well-known personalised beauty brands — Vedix and SkinKraft.
Vedix specialises in customised Ayurvedic haircare and wellness products designed according to individual body types and health requirements. The brand combines traditional Ayurvedic principles with modern technology to offer personalised solutions to customers.
SkinKraft, on the other hand, focuses on dermatologist-designed skincare and haircare products tailored to individual skin profiles and concerns. The platform uses detailed assessments and AI-driven analysis to create customised beauty formulations for users.
Both brands operate primarily through a D2C model and have gained popularity among consumers looking for personalised wellness experiences.
Emami Strengthens Beauty And Grooming Portfolio
With this acquisition, Emami aims to further strengthen its foothold in the premium beauty and grooming segment.
The FMCG company already owns popular brands such as The Man Company and Brillare, which cater to men’s grooming and personal care categories. By adding Vedix and SkinKraft to its portfolio, Emami is now entering the rapidly expanding AI-driven personalised beauty market.
Industry experts believe personalised skincare and wellness solutions are becoming one of the biggest growth trends in the Indian beauty sector, especially among younger digital-first consumers.
Technology-Driven Personalised Beauty
One of IncNut’s biggest strengths lies in its technology-focused approach. The company uses data-driven diagnostics, AI-led assessments and customised product formulations to create highly personalised beauty and wellness experiences for customers.
Its subscription-based business model has also contributed significantly to customer retention and repeat purchases.
According to reports, IncNut has managed to build a loyal customer base through its personalised recommendations and strong focus on user-specific beauty solutions.
Rising Demand For Personalised Wellness Products
The acquisition comes at a time when India’s beauty and wellness industry is witnessing a sharp shift toward personalised products and digital consultations.
Consumers are increasingly preferring skincare and haircare solutions designed specifically for their unique needs rather than generic mass-market products. This trend has created massive growth opportunities for D2C beauty startups like Vedix and SkinKraft.
For Emami, the acquisition not only expands its digital presence but also positions the company strongly in the future of AI-driven beauty commerce.
