Emami has entered into a definitive agreement to acquire a 60% stake (on a fully diluted basis) in IncNut Digital, along with its subsidiaries and associates. The transaction, valued at INR 321crore, includes performance-linked adjustments over a 24-month period. Further, Emami would acquire the remaining stake in IncNut Digital within next four and half years in two tranches from current closing at a consideration to be determined as per agreed matrix on future performances. 
  
IncNut is among India’s early players in the personalised beauty and personal care segment, operating through its flagship brands Vedix and SkinKraft. Built on a foundation of data-riven personalisation and scientific formulation, both brands have established direct-to-consumer platforms delivering data-driven, customised haircare and skincare solutions.
 
While Vedix integrates Ayurvedic principles with modern data analytics, SkinKraft 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, according to Emami.

Harsha Vardhan Agarwal, vice chairperson and MD, Emami 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.” 
 
He added, “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.” 
         
Chaitanya Nallan, founder and CEO, IncNut Digital 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.”