In a strategic move to strengthen its presence in the fast-growing beauty and personal care segment, Emami has signed a definitive agreement to acquire a 60% stake in IncNut Digital, the parent company of direct-to-consumer brands Vedix and SkinKraft.
The transaction is valued at ₹321 crore and includes performance-linked adjustments over a 24-month period. Emami also plans to acquire the remaining stake in IncNut Digital in two tranches over the next four and a half years, with the final valuation tied to future performance metrics.
IncNut Digital is among the early players in India’s personalised beauty and personal care space, offering data-driven, customised solutions through its flagship brands. Vedix focuses on ayurvedic haircare tailored to individual needs, while SkinKraft delivers dermatology-based skincare formulations based on user profiles and concerns.
Commenting on the development, Harsha Vardhan Agarwal said the investment aligns with Emami’s strategy to build a future-ready, consumer-centric portfolio. He highlighted that while the broader beauty and personal care market continues to expand, deeply personalised and outcome-driven offerings remain limited.
Agarwal added that the acquisition will complement Emami’s existing portfolio, which includes brands like The Man Company and Brillare, enabling the company to tap into evolving consumer demand for efficacy and customisation.
Chaitanya Nallan described the partnership as a turning point for Vedix and SkinKraft, noting that Emami’s consumer expertise and execution capabilities will help accelerate innovation and scale, while strengthening leadership in the personalised beauty segment.
