Minimalist

Two brothers in Jaipur put the ingredient and its percentage on the front of the box, and sold science instead of fear.

Small and new·From India·Founded 2020·Members

At a glance

Founded: October 2020, with the site going live in the thick of the Covid pandemic.¹
Founded by: Brothers Mohit and Rahul Yadav, based in Jaipur.¹
Home: Jaipur, which Mohit Yadav said would stay the base after the sale to Hindustan Unilever.⁶
Owned by: Hindustan Unilever, which completed its purchase of 90.5 per cent of the parent company Uprising Science in April 2025 in an all-cash deal of ₹2,706.44 crore, with the last 9.5 per cent due about two years after that.²³⁴
What it sells: Skincare, haircare and bodycare, plus a baby care range on its own site.⁴¹¹
Size: Revenue from operations of ₹690.2 crore in FY26, up 36.3 per cent, with a net profit of ₹25.9 crore.⁴

How it got here

2008

1 of 3

Rahul Yadav launched a fashion startup called Scopial while a fourth-year student at IIT Roorkee.¹

Inc42: How Minimalist Built An INR 100 Cr Business Within 8 Months ↗

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Sources for what is above

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