Emami Signs Vedix-SkinKraft Deal; Shares Up 1.17%

Mumbai, May 7: FMCG and Healthcare company, Emami has entered into a definitive agreement to acquire a 60% stake in IncNut Digital Private Limited, the company behind personalised beauty and skincare brands Vedix and SkinKraft.

The acquisition marks one of Emami’s bigger bets on the fast-growing personalised beauty and direct-to-consumer skincare segment as consumer demand increasingly shifts toward customised and science-backed products, according to a press release submitted to stock exchanges.

Emami Expands Into Personalised Beauty And Skincare

The disclosure was made under Regulation 30 of the SEBI (Listing Obligations and Disclosure Requirements) Regulations, 2015.

According to the company, the transaction is valued at ₹3,321 crore and includes performance-linked adjustments over a 24-month period.

Emami said it will acquire the remaining stake in IncNut Digital over the next four-and-a-half years in two tranches, with the future consideration linked to performance milestones.

IncNut Digital operates direct-to-consumer personalised beauty platforms through Vedix and SkinKraft, both of which use customer profiling, data analytics and AI-enabled assessments to recommend customised skincare and haircare products.

The company said the acquisition strengthens Emami’s presence in premium, high-growth beauty categories, particularly personalised skincare and science-led wellness products.

According to the release, Vedix focuses on Ayurvedic personalised formulations, while SkinKraft follows a dermatology-led approach built around clinically validated ingredients and customised diagnostics.

The deal reflects a broader shift in the FMCG sector, where legacy consumer brands are increasingly investing in digital-first beauty startups to capture younger consumers and higher-margin premium segments.

Stock Market Snapshot

Emami share price moved higher after the acquisition announcement.

The stock rose 1.17% to ₹457.50 on the NSE at 11:59 a.m. IST on May 7, according to exchange data.

During the session, the stock traded in a range between ₹446.40 and ₹459.00.

Investor sentiment remained positive as the acquisition was seen as a strategic move to strengthen Emami’s digital beauty portfolio and improve its positioning in premium skincare categories.

Market participants have increasingly been tracking FMCG companies expanding into direct-to-consumer, AI-driven and personalised wellness businesses as consumer preferences evolve rapidly.

Emami Strengthens Premium Consumer Portfolio

Emami Limited operates in the FMCG and healthcare products segment with brands across skincare, personal care, wellness and healthcare categories.

Its portfolio includes products such as Navratna, BoroPlus, Fair and Handsome, Zandu Balm, Mentho Plus and Kesh King.

The addition of Vedix and SkinKraft gives the company stronger exposure to personalised beauty, dermatology-led skincare and digitally native consumer brands.

According to the company, Emami products are distributed across more than 5.4 million retail outlets and sold in over 70 countries.

Conclusion

The acquisition of IncNut Digital marks a significant strategic expansion for Emami into personalised beauty and technology-driven skincare segments.

Source:

• https://www.nseindia.com/get-quote/equity/EMAMILTD/Emami-Limited
• https://nsearchives.nseindia.com/corporate/EMAMILTD2_07052026113118_Press_Release_IncNut_Digital_signed.pdf