Brands
Marico buys 75 per cent of Vietnam’s Skinetiq
Rs 350 crore deal gives the FMCG major a fast lane into D2C skincare
MUMBAI: Marico is giving its international beauty ambitions a fresh coat of glow. The FMCG major has signed definitive agreements to acquire a 75 per cent stake in Vietnam-based Skinetiq, valuing the digital-first skincare company at about Rs 350 crore.
The investment is being made through Marico South-East Asia Corporation, its wholly owned subsidiary, and marks a clear push into Vietnam’s rapidly growing direct-to-consumer beauty space.
Founded in 2020 by Bui Ngoc Anh and beauty creator Hannah Nguyen, Skinetiq owns science-backed skincare label Candid and also holds exclusive distribution rights in Vietnam for luxury clinical brand Murad. Nguyen brings strong social influence to the table, with more than 1.5 million followers across TikTok and Facebook.
Skinetiq has grown quickly on the back of social commerce and dermatologist-led content, clocking revenues of around Rs 152 crore in calendar year 2025 with mid-twenties Ebitda margins. Vietnam’s beauty market is also tilting online, with about half of category consumption now driven by e-commerce and social channels.
Candid operates in the mid-premium segment with an ingredient-led portfolio that includes retinol treatments, barrier repair creams, exfoliating acids, brightening masks and peptide-based eye care.
Marico’s MD and CEO Saugata Gupta said the deal reflects the company’s intent to build a stronger premium beauty presence in Vietnam while scaling its international D2C strategy. He noted that the partnership creates a platform to launch more brands and tap the country’s fast-moving digital beauty ecosystem.
Skinetiq founder Bui Ngoc Anh said the partnership will help the company accelerate innovation and deepen its connection with Vietnamese consumers as it enters its next growth phase.
