Emami acquired 60 percent stake in Vedix, SkinKraft parent IncNut for Rs 321 Cr

For Rs 321 crore, FMCG giant Emami Ltd has finalized a deal to purchase a 60% share in IncNut Digital, the parent company of customized beauty and wellness brands Vedix and SkinKraft.

Over a 24-month period, performance-linked adjustments are part of the agreement. Additionally, depending on future performance indicators, Emami will purchase the remaining portion in two installments over the course of the next four and a half years.

IncNut, a Hyderabad-based company founded in 2011, uses a direct-to-consumer business model to run the customized beauty and wellness brands Vedix and SkinKraft.

While SkinKraft concentrates on dermatology-led customized skincare and haircare solutions, Vedix provides customized Ayurvedic haircare and wellness products.

Emami claims that the acquisition will increase its market share in the rapidly expanding personalized beauty and personal care industry.

In the beauty and grooming sector, the FMCG company already runs brands like Brillare and The Man Company.

IncNut provides customized beauty products through data-driven diagnostics, AI-led evaluations, and customized formulations. With a high rate of repeat business, the company has established a robust subscription-based business.