Why L’Oréal is buying its way into India’s D2C beauty market

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L’Oréal is moving closer to adding Indian personal-care company Innovist to its portfolio, a deal designed to strengthen its position among India’s young, digitally active beauty consumers. The proposed majority acquisition matters because it gives the global cosmetics group established local brands, product-development capabilities and direct access to fast-growing online channels.

Announced in June, the transaction covers Innovist, the company behind Bare Anatomy and Chemist at Play. Its founders will retain minority stakes and continue running the business with L’Oréal India, while the brands will join L’Oréal’s Consumer Products division. The agreement also gives L’Oréal the right to acquire the remaining shares later. Financial terms have not been officially disclosed.

The timing reflects both opportunity and pressure. L’Oréal India’s FY25 net sales rose 6.25% to ₹5,925.33 crore, while profit increased 22.6% to ₹597.54 crore. Yet the company’s chief executive previously acknowledged that its Indian performance was “not meeting expectations” and that it had gained little, if any, market share.

Innovist offers a quicker route to consumers who discover products through social media, marketplaces and quick-commerce platforms. It also brings formulations developed for Indian hair, skin and climatic conditions, reducing reliance on adapting international products after launch.

“Our investment in this innovative Indian start-up is a clear testament to our unwavering commitment to expanding L’Oréal’s footprint in India,” L’Oréal chief executive Nicolas Hieronimus said when announcing the agreement. Innovist founder Rohit Chawla said the partnership would combine the company’s local product philosophy with L’Oréal’s global scientific resources.

The larger signal extends beyond one acquisition. International beauty companies increasingly need local innovation, affordable premium products and digital-native distribution to compete in India. For domestic brands, the deal shows that scientific credibility and consumer insight can become acquisition assets, not merely marketing claims.