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Marico acquires 60% stake in D2C nutrition startup Cosmix

EntrackrEntrackr · 1m ago
Marico acquires 60% stake in D2C nutrition startup Cosmix
Medial

Marico acquires 60% stake in D2C nutrition startup Cosmix Mumbai-based multinational consumer goods company Marico has acquired a 60% majority stake in Cosmix, a startup that sells plant-based protein supplements, at an equity valuation of Rs 375 crore. With this deal, Marico expands its D2C presence by adding another brand. The acquisition brings a protein-focused brand into Marico’s D2C portfolio. Founded in 2019, Cosmix operates as a digital-first nutrition brand with a focus on plant-based protein and wellness products. The startup sells primarily through its own website and online marketplaces. Cosmix has remained profitable since inception and reported revenue of around Rs 50 crore in FY25, compared to Rs 24 crore in FY24. According to the company, it has scaled to an ARR of Rs 100 crore. Marico has been actively acquiring and scaling D2C brands over the past few years. In 2017, it acquired men’s grooming brand Beardo. As per TheKredible, Beardo’s revenue crossed Rs 200 crore in FY25, while its profit increased 3.6 times on a year-on-year basis. Apart from Beardo, Marico’s D2C portfolio includes brands such as Plix, True Elements, and Just Herbs. The development follows a similar move in the FMCG sector, where Hindustan Unilever Limited (HUL) acquired homegrown skincare brand Minimalist last year at a pre-money valuation of Rs 2,955 crore.

L’Oréal in talks to acquire Bare Anatomy parent Innovist: Report

EntrackrEntrackr · 6h ago
L’Oréal in talks to acquire Bare Anatomy parent Innovist: Report
Medial

L’Oréal in talks to acquire Bare Anatomy parent Innovist: Report French beauty and cosmetics major L’Oréal is in advanced discussions to acquire a majority stake in direct-to-consumer (D2C) personal care startup Innovist, according to a Moneycontrol report. Innovist operates brands such as Bare Anatomy, Chemist at Play, Sunscoop, and Vinci Botanicals. According to the report, the proposed deal is expected to value Innovist between $350 million and $450 million (Rs 3,240–4,170 crore). The move comes as L’Oréal looks to strengthen its position in India. The report added that L’Oréal is expected to initially acquire a controlling stake in Innovist, followed by a gradual increase in ownership to 100% over the next few years. The D2C beauty and wellness space in India has witnessed a wave of strategic acquisitions and consolidation over the past few years, as large FMCG companies look to tap into digitally native brands with strong consumer recall. Recently, Hindustan Unilever Limited acquired the remaining 49% stake in Oziva for Rs 824 crore, following its earlier investments. Last month, pharmaceutical major USV acquired a 79% stake in Wellbeing Nutrition. During the same month, Mumbai-based consumer goods major Marico acquired a 60% stake in plant-based protein startup Cosmix at an equity valuation of Rs 375 crore. The trend builds on last year’s consolidation, which included HUL’s acquisition of skincare brand Minimalist at a pre-money valuation of Rs 2,955 crore. If completed at the aforementioned valuation, the L’Oréal–Innovist deal will surpass the HUL–Minimalist deal in size.

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