In the bustling world of beauty and personal care, a revolutionary brand emerged, challenging norms and setting new standards. Mohit Yadav, the Co-Founder of Minimalist, takes us back to the inception, sharing the story of the brand's evolution.

Before Minimalist, the journey began with Freewill, a brand specializing in personalized hair care solutions. Operative for about a year and a half, Freewill served as a stepping stone that allowed the founders to immerse themselves in the industry. Two critical gaps became apparent – a lack of transparency in brands and products that rode on transient trends.

"Our aim was to build something relatable to a broader audience. We prioritized efficacy over trends and committed to radical transparency, a departure from brands taking consumers for granted," Mohit asserts.

From Freewill to Minimalist

Minimalist was conceived as a response to these deficiencies. The founders envisioned a brand that would not only address the existing gaps in the industry but would also resonate with a wider audience. The commitment to transparency and efficacy became the pillars upon which Minimalist was built.

"We wanted to be very, very honest, very transparent, and secondly, how can we be like radically transparent and honest with the consumers, unlike most of the brands, which take people for granted," explains Mohit.

Navigating the Product Landscape

Walking through their product portfolio, Mohit sheds light on Minimalist's philosophy. The brand’s initial focus was on skincare treatments, addressing common issues like acne, pigmentation, dry or oily skin, brightening, and aging. It started with four or five products, aiming to build trust through solving significant issues.

Yadav emphasizes, "If you're able to solve some of the bigger problems, people will have slightly more trust to try us on some regular maintenance product.”

Venturing into Hair Care

Minimalist recently expanded into hair care, prompted by prevalent problems. "Hair loss was a significant concern, leading us to develop a scalp serum for hair growth. Our patented Malic Repair Serum addresses issues like breakage, repairing Di-sulphite bonds damaged by factors like heat appliances and coloring," Mohit explains.

With its innovative approach to hair care, the brand aims to actually work on repairing the Di-sulphite bonds, which most of the time get damaged because of heat appliances, color, bleaching, and other things.

The Pillars of Honesty

Delving into the brand's commitment to honesty and transparency, Mohit emphasizes their meticulous approach to product development. The brand conducts clinical studies, trials, and safety assessments, ensuring efficacy. Moreover, its manufacturing process, akin to a recipe-based program, leverages technology to maintain quality.

Elaborating on the rigorous process, Mohit states, "We have an in-house R&D, and we also have enough manufacturing. We don't work with third-party manufacturers like most of the companies.”

The Sustainable Stance

In a world echoing the call for sustainability, Minimalist stands firm. "Our packaging is devoid of plastics, using paper for outer and glass for product packaging. While glass poses challenges during transit, we prioritize sustainability, avoiding single-use plastics where possible," affirms Mohit.

Minimalist's sustainability drive is an ongoing commitment. The brand aims to spearhead a sustainable revolution within the industry, setting benchmarks for eco-friendly practices. Being a 100 percent sustainable brand from the get-go. Minimalist stands true to its eco-friendly practices apart from a few segments where the safety of the user is more important than the product.

D2C Triumph Strategies

Minimalist's success in the Direct-to-Consumer (D2C) space lies in a focused approach. Prioritizing creating awareness and educational content on platforms like Instagram, community engagement, real customer stories, and a commitment to honesty shape up the brand’s D2C strategy.

"We believe that if people are able to understand between good or bad, all those companies which are doing right will eventually win. And we will be one of the beneficiaries," Mohit expresses the brand's belief in informed consumer choices.

Reflecting on the D2C channel's impact on consumer communication, Mohit asserts, "We handle over a thousand daily conversations, helping customers build skincare routines. D2C helps us build relationships, a key factor in our brand's consolidation."

The Growth Trajectory

Staying attuned to consumer trends is a cornerstone of Minimalist's strategy. "We listen to our customers daily, analyze social media groups, and run analytics to identify gaps. Annually, we seek product suggestions directly from users, allowing us to adapt to evolving trends," shares Mohit.

Minimalist's growth journey has been impressive. Since its Series A in June 2021, the brand has been nothing short of profitable, growing consistently, and witnessing a 100 percent YoY growth. By the end of 2023 Minimalist aims to exit at a 450 to 500 crore valuation.

Championing Transparency

Transparency remains at the forefront of Minimalist's ethos. Mohit emphasizes the brand's commitment to being a transparent entity, not just in product ingredients but also in business practices, building a foundation of trust with consumers.

Staying attuned to consumer trends is a cornerstone of Minimalist's strategy. "We listen to our customers daily, analyze social media groups, and run analytics to identify gaps. Annually, we seek product suggestions directly from users, allowing us to adapt to evolving trends," shares Mohit.

The Road Ahead

Looking into the future, Mohit envisions Minimalist as more than a beauty brand. "In three years, we see ourselves as a wellness company. Our vision is to be a 'Made in India for the World' brand, offering high-quality products globally. We aim to put I-Beauty on the map.”

As we navigate the future with Minimalist, it becomes evident that the brand's journey is not just about skincare or hair care; it's a narrative of authenticity, innovation, and a commitment to holistic well-being. With a global vision, sustainability at its core, and an unwavering focus on transparency, Minimalist is poised to redefine the industry's landscape, embodying the essence of mindful living—one product, one innovation, and one consumer at a time.