Key facts
- L'Oreal acquiring majority stake in Indian startup Innovist
- Innovist owns brands including Bare Anatomy and Striff
- Deal is a major foreign acquisition in India's D2C beauty space
- L'Oreal is the world's largest cosmetics company
Reuters reports that L'Oreal, the world's largest cosmetics company, is set to acquire a majority stake in Innovist, the Indian beauty and personal care startup known for its brands Bare Anatomy and Striff. The move represents a major vote of confidence in India's fast-growing direct-to-consumer beauty market, which has seen a surge of digital-native brands attracting both domestic and international interest.
Innovist has carved out a niche by offering science-backed, personalised hair and skincare products largely through online channels. A majority stake acquisition by L'Oreal would give the French multinational deeper access to India's rapidly expanding premium beauty segment and its younger, digitally-savvy consumer base.
For everyday Indian consumers, the deal could translate into greater product availability, expanded distribution, and further R&D investment in brands they already recognise. It also underscores how Indian D2C startups have matured to the point of attracting strategic acquirers from the global top tier.