Emami acquires majority stake in Vedix and SkinKraft

The transaction is valued at Rs 321 crore

by e4m Staff
Published: May 7, 2026 12:00 PM | 2 min read

Emami Limited has agreed to acquire a 60% stake in IncNut Digital Pvt. Ltd. for Rs 321 crore, with performance-linked adjustments over 24 months.
The acquisition includes plans for Emami to purchase the remaining stake in IncNut within 4.5 years, based on future performance metrics.
IncNut operates in the personalized beauty and personal care sector with brands Vedix and SkinKraft, focusing on data-driven, customized solutions for hair and skincare.
Emami's Vice Chairman emphasized the strategic importance of this investment in enhancing their portfolio in the growing beauty and personal care market, while IncNut's CEO highlighted the potential for accelerated growth through the partnership.

Emami Limited has entered into a definitive agreement to acquire an 60% stake (on a fully diluted basis) in IncNut Digital Pvt. Ltd., along with its subsidiaries and associates. The transaction, valued at Rs 321 crore, includes performance-linked adjustments over a 24-month period. Further, Emami would acquire the remaining stake in IncNut Digital within next 4 and half years in two tranches from current closing at a consideration to be determined as per agreed matrix on future performances.

IncNut is one of the players in the personalised beauty and personal care segment, operating through its flagship brands Vedix and SkinKraft. Built on a foundation of data-driven personalisation and scientific formulation, both brands have established strong direct-to-consumer platforms delivering data- driven, customised haircare and skincare solutions tailored to individual customer needs, profiles, and desired outcomes.

Vedix integrates time-tested Ayurvedic principles with modern data analytics to offer formulations tailored to individual prakriti and lifestyle parameters. SkinKraft, on the other hand, adopts a dermatology-led approach, leveraging clinically validated ingredients to address specific skin and hair concerns. Together, these brands have built strong consumer affinity, high repeat engagement, and a differentiated positioning in a rapidly evolving category driven by growing consumer demand for personalised, outcome-oriented solutions.

Mr Harsha Vardhan Agarwal, Vice Chairman G MD, Emami Ltd said, “This investment represents a strategic step in strengthening our presence in the high-growth beauty and personal care segment. While the broader BPC market continues to expand, meaningful differentiation remains limited, with only a few players offering deeply personalised, outcome-driven solutions. As consumer preferences increasingly shift towards efficacy and customisation, we see personalised beauty as a significant long-term growth opportunity in India and globally.

"Vedix and SkinKraft will strengthen our Beauty and Personal Care portfolio by adding personalised, science-led offerings across Ayurveda and dermatology. Alongside The Man Company and Brillare, this acquisition strengthens our presence across high-growth BPC segments, aligns with our strategy of building a future-ready, consumer-centric portfolio, and positions us to capture the next phase of consumer demand. We are excited to partner with the founders and management team to scale these brands to the next phase of growth", he added.

Commenting on the development, Mr Chaitanya Nallan, Founder G CEO, IncNut Digital Pvt Ltd said, “This partnership with Emami represents a key turning point for Vedix and SkinKraft. Leveraging Emami’s deep-rooted consumer expertise and strong execution capabilities, we will fast-track innovation, scale our reach significantly, and lead the evolution of the personalised beauty industry.”