Emami to acquire 60% stake in Vedix, SkinKraft parent for ₹321 crore

Emami will acquire a majority stake in IncNut Digital, owner of Vedix and SkinKraft, to strengthen its presence in the fast-growing beauty and personal care segment

In a bid to step up its presence in the beauty and personal care segment, Kolkata-headquartered fast-moving consumer goods (FMCG) firm Emami has entered into a definitive agreement to acquire a 60 per cent stake in IncNut Digital, owner of direct-to-consumer brands Vedix and SkinKraft, for ₹321 crore.

 

Emami said on Thursday that the transaction includes performance-linked adjustments over a 24-month period. 

 

The firm would acquire the remaining stake in IncNut Digital within the next four-and-a-half years in two tranches from the current closing at a consideration to be determined as per agreed matrix on future performances.

 

Both Vedix and SkinKraft have established strong direct-to- consumer (D2C) platforms delivering data-driven, customised hair care and skin care solutions tailored to individual customer needs, profiles, and desired outcomes, Emami said. Vedix combines ayurvedic solutions with modern data analytics to create personalised formulations, while SkinKraft adopts a dermatology-led approach, using clinically validated ingredients to address specific skin and hair concerns through customised solutions. 

 

 

Emami Vice-chairman and Managing Director Harsha Vardhan Agarwal said the investment represents a strategic step in strengthening the company’s presence in the high-growth beauty and personal care segment (BPC).  “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,” he added.

 

The acquisition, alongside brands such as The Man Company and Brillaire, would strengthen Emami’s presence across high-growth beauty and personal care segments, align with its strategy of building a future-ready, consumer-centric portfolio, and position the company to capture the next phase of consumer demand, Agarwal pointed out.

 

Chaitanya Nallan, founder and chief executive officer, IncNut Digital, said the 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,” Nallan added.

 

Emami, which has built its growth story through acquisitions, has been increasingly investing in startups by acquiring strategic stakes, scaling businesses, and eventually taking full control of companies. The Man Company and Brillaire are examples of this strategy, with the acquisitions completed in 2024.

 

In April, the FMCG firm executed a definitive agreement to acquire the remaining 73.5 per cent stake in Axiom Ayurveda, makers of Alofrut, so it can take full control of the company and pave entry into the beverage segment.