Emami completes acquisition of 59.69 per cent stake in IncNut Digital

KOLKATA: Beauty is getting personal, and Emami wants a bigger share of the mirror. The FMCG major has completed the acquisition of a 59.69 per cent stake in IncNut Digital, strengthening its position in India’s rapidly expanding personalised beauty and personal care market.

In a regulatory filing, Emami Limited said it acquired 2,05,767 equity shares of IncNut Digital Private Limited on June 1, 2026, making the digital beauty company its subsidiary. The transaction follows the company’s earlier announcement on May 7.

The acquisition covers 59.69 per cent of IncNut’s equity capital. Emami added that the purchase of the remaining 0.31 per cent stake, comprising 1,064 equity shares, will be completed in accordance with the terms of the Share Subscription and Purchase Agreement.

The deal gives Emami a stronger foothold in the fast-growing personalised beauty segment, where consumers are increasingly looking for products tailored to their individual skin, hair and wellness needs rather than relying on mass-market solutions.

IncNut has built its reputation through two well-known direct-to-consumer brands, Vedix and SkinKraft.

Vedix combines Ayurvedic principles with data-driven diagnostics to create customised formulations based on an individual’s prakriti, lifestyle habits and wellness profile. SkinKraft, meanwhile, operates at the intersection of dermatology and technology, offering personalised skincare and haircare products developed around detailed skin assessments and clinically validated ingredients.

Both brands have gained traction among digitally savvy consumers who increasingly favour customised solutions and measurable outcomes over traditional one-size-fits-all beauty products.

For Emami, the acquisition is about more than adding another brand to its portfolio. It represents a strategic shift towards high-growth beauty segments where technology, personalisation and direct consumer relationships are becoming key differentiators.

The company has indicated that its commitment to IncNut extends beyond the current transaction. Emami plans to acquire the remaining stake over the next four-and-a-half years in two phases. The final valuation will be linked to IncNut’s future business performance through a pre-agreed framework, aligning the interests of both parties as the business scales.

The acquisition also complements Emami’s existing investments in new-age beauty and grooming brands. Through stakes in The Man Company and Brillare, the company has already signalled its intention to diversify beyond traditional FMCG categories and build a stronger presence in premium, science-led and digitally distributed personal care segments.

Industry observers view personalised beauty as one of the fastest-growing areas within the broader beauty and wellness market, driven by rising consumer awareness, advances in diagnostic technologies and growing demand for customised experiences.

With IncNut now officially part of the Emami stable, the company is sharpening its bet on a future where beauty products are not just bought off the shelf but designed around the individual. In an industry increasingly shaped by algorithms, data and personal preferences, that could prove to be a valuable advantage.