L’Oréal Buys Into India’s Innovist as Global Beauty Races for the Subcontinent
On June 18, 2026, L’Oréal agreed to take a majority stake in Innovist, a digital-first Indian personal-care house of brands (Bare Anatomy, Chemist at Play).
TL;DR — L’Oréal agreed to acquire a majority stake in Innovist, a digital-first Indian personal-care house of brands (Bare Anatomy, Chemist at Play), deepening its push into one of the world’s fastest-growing beauty markets.
The world’s biggest beauty company wants a bigger piece of India — and it’s buying it. On June 18, 2026, L’Oréal agreed to take a majority stake in Innovist.
The deal
L’Oréal signed an agreement to acquire a majority stake in Innovist, a digital-first Indian personal-care "house of brands" founded in 2019, whose portfolio includes Bare Anatomy and Chemist at Play. The founding team stays on as minority shareholders to keep scaling the business with L’Oréal India; terms were not disclosed, and the deal is expected to close in the coming months pending approvals.
It lands in the same window as rivals’ India moves, framing a clear contest for the market.
| Acquirer | Target | Positioning |
|---|---|---|
| L’Oréal | Innovist (Bare Anatomy, Chemist at Play) | Digital-first, science-led mass-prestige |
| Estée Lauder | Forest Essentials (remaining interests) | Luxury Ayurveda / heritage |
What they said
"Our investment in this innovative Indian start-up is a clear testament to our unwavering commitment to expanding L’Oréal’s footprint in India." — Nicolas Hieronimus, CEO, L’Oréal
Why it matters
- India is the next beauty battleground. It’s among the fastest-growing major markets, and global players are racing to plant flags.
- Digital-first is the wedge. Innovist’s online-native brands give L’Oréal a fast lane to younger, e-commerce-driven Indian consumers.
- Two playbooks, one market. L’Oréal’s mass-prestige bet contrasts with Estée Lauder’s luxury-Ayurveda push via Forest Essentials.
FAQ
What is L’Oréal acquiring in India?
A majority stake in Innovist, a digital-first Indian personal-care house of brands founded in 2019, whose portfolio includes Bare Anatomy and Chemist at Play. The founders remain as minority shareholders, and terms were not disclosed.
Why is L’Oréal expanding in India?
India is one of the fastest-growing major beauty markets in the world. CEO Nicolas Hieronimus called the deal a testament to L’Oréal’s commitment to expanding its footprint there, and Innovist’s online-native brands give L’Oréal a direct line to younger, e-commerce-first consumers.
Sources
- L’Oréal Finance — L’Oréal to acquire majority stake in Innovist
- GlobeNewswire — L’Oréal to acquire a majority stake in Innovist
Image: L'Oréal logo by L'Oréal — public domain, via Wikimedia Commons.
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