L’Oréal has announced that it has signed an agreement to acquire a majority stake in Innovist, an Indian direct-to-consumer (D2C) personal care company. The French beauty major did not disclose the financial details of the transaction.
The acquisition marks a significant step in L’Oréal’s expansion strategy in India’s fast-growing beauty and personal care market. Founded in 2019 by Rohit Chawla, Sifat Khurana and Vimal Bhola, Innovist is known as a science-led, digital-first company offering modern personal care brands tailored for Indian consumers.
Under the agreement, Innovist’s founding team will continue to remain involved as minority shareholders and will work alongside L’Oréal India to scale the business. Innovist’s brands, including Bare Anatomy and Chemist at Play, will become part of L’Oréal’s Consumer Products Division portfolio.
L’Oréal said it will begin consolidating Innovist’s sales after the transaction is completed, which is expected within the next few months, subject to regulatory approvals. The company has also secured the right to fully acquire minority shareholders in the future.
L’Oréal CEO Nicolas Hieronimus said the investment reflects the company’s commitment to strengthening its presence in India and combining global expertise with locally developed, science-led products. Company executives also highlighted India’s importance as one of the world’s fastest-growing beauty markets. With this deal, L’Oréal aims to strengthen its connection with digitally savvy Indian consumers while expanding its footprint in the country’s rapidly evolving personal care sector.
