3. About Us
Minimalist was founded in 2020 with a belief that the skincare industry requires a revolution with
respect to transparency. With products ranging from cleansers, serums, moisturisers, and
sunscreens, Minimalist offers highly efficacious, transparent & targeted skin solutions for concerns
like acne, pigmentation, ageing, dehydration, texture and oiliness, amongst others.
Minimalist — a high-performance skincare brand that’s rooted in scientific research
and radical transparency.
4. Transparent
Comprehensive
Our Values
The products deliver exactly what they claim,
while taking into account the needs of the
consumers combined along with the scientific
& technological advancements.
Whether it is the ingredients of the products,
ingredients source, science, packaging & even
communication, everything we do breathes
Transparency!
Efficacious
Minimalist is committed to creating
products that are
5. We have a highly qualified team of 22 people in Research & Development Team, specialized in
different domains like:
Research & Development
Formulation Development Expert
Pharmacologist
Medicinal Chemistry Scientists
Data Scientists
6. Raised Series A funding of ₹110 crore ($15 million) led by Sequoia Capital India, along with
participation from Unilever Ventures, in 9 months of our inception. This milestone validates us
as one of the forerunners in the skincare & personal care segment of the industry.
Backed by Marquee Investors
Unilever Ventures is the venture capital and private equity arm of
Unilever. They invest in young, promising companies, accelerating
growth by providing access to Unilever’s global ecosystem, assets
and expertise.
technology, the firm has supported and funded more than 500 companies in India & Southeast
Asia. The firm is a subsidiary of Sequoia Capital, headquartered in Menlo Park, California.
Sequoia Capital India is a venture capital and private
equity firm investing in companies in India and Southeast
Asia. With focus mainly on product, innovation and
Sequoia Capital India
Unilever Ventures
7. Manufacturing & Production
We have an adept, in-house R&D team, Quality Control Laboratories & Manufacturing Units.
Minimalist is one of the rare new-age beauty brands that fully controls its production and has two
ISO-certified state-of-the-art manufacturing units in Jaipur, Rajasthan, with a daily capacity of
10000 kg.
All lab & factory equipment are imported from leading partners like Silverson: an
industry leader specialized in the manufacturing of high quality equipment for
processing and manufacturing industries.
All ingredients and raw materials are imported from leading global suppliers in US,
UK, Korea & many more.
Some key features of manufacturing & production:
All our products are manufactured under stringent guidelines of ISO and GMP
certification.
Existing Markets
Launched & started in 2020, Minimalist is now one of the top 5 skincare brands & largest in the
serum category in India. Along with India, the brand also available in multiple countries like:
US UK UAE Malasiya Indonesia
It will soon expand to Saudi Arabia, Singapore, and Vietnam as well.
8.
9. From careful sourcing, clinical testing to consumer trials; every step in the process is geared
with excellence. To ensure this, we imbibe stringent lab, production standards and testing
facilities before it goes into the hands of ultimate consumers.
DERMATOLOGIST TESTED
All our products are tested by dermatologists. This evaluation is done by a third party, in
presence of a dermatologist, as per the standard process of BIS 4.3.1.2 IS, 4011:2018. Our
products scored between 0 to 0.4 on a scale of 8 hence considered mild, non-irritant & safe.
CLINICAL STUDY REPORTS & CONSUMER STUDY
The quality and efficacy is tested from a 3rd party lab to evaluate the potency of the product.
Once the product is clinically tested & approved for it’s efficacy & safety by Dermatologists &
independent labs, the product is then tested by a section of our consumers who help us
understand & gauge if the product actually delivers what it claims.
PRODUCT BATCH TESTING
Even after multiple processes of testing, each & every individual product batch goes for testing
to an independent lab before final packaging. This ensures there’s no tamper with the formula
& a consistent level of high quality, efficacy & potency is maintained throughout the batches.
Clinically Proven Results
12. Oligopeptide-10
White Horehound Extract
Non
Comedogenic
Essential Oil
Free
Reduces &
prevents acne
Helps with
oil control
Reduces
blackheads
Epigallocatechin Gallate
(EGCG)
Salicylic Acid 02%
Face Serum
A daily gentle exfoliant with 2%
salicylic acid & many other skin
friendly active ingredients.
Other key ingredients
that make it unique:
Ideal for:
Fragrance
Free
This unique blend makes it
a comprehensive solution
for acne & blackheads.
All skin types, however
highly recommended for
Oily/Combination
Acne Prone
pH: 3.2 to 4.0
13. Salicylic acid together with
Oligopeptide-10 has a lower Minimum
Inhibitory Concentration (MIC) than
Salicylic Acid alone.
Clinically proven
performance
77%
Sebum Regulating
Action
50%
Blackhead reduction
(in numbers)
32%
Whitehead reduction
(in numbers)
93%
Comedones reduction
(in numbers)
Proven to reduce Bacterial Aggression
(TLR-2). Also gives upto...
Reference: Minimalist Salicylic Acid 2% Product Manual
*
IL-8 Production: 81%
DNA Damage reduction up to 21%
(as per Comet Assay Technique)
Pustules: 82%
Also decreases:
IL-1 alpha Production: 48%
14. 4-n-Butylresorcinol
Ferulic Acid
Non
Comedogenic
Essential Oil
Free
Ideal for:
All skin types
Fades
dark spots
Fades
acne marks
Reduces
sun tanning
Hyaluronic Acid
Alpha Arbutin 02%
Face Serum
A daily anti-pigmentation serum that
helps fight pigmentation & gives even
looking skin.
Other key ingredients
that make it unique:
Fragrance
Free
pH: 4.7 to 5.2
Blend of Alpha Arbutin &
Butylresorcinol makes this
formula...
23
than Kojic Acid, in clinical
study.
times more
potent
15. Clinically proven
performance
4-n-Butylresorcinol:
reduction in tyrosinase
activity
Reference: Minimalist Alpha Arbutin 02% Product Manual
*
Untreated MelanoDerm
to analyze anti
pigmentation potency
of both the serums.
(Digital photographs of skin tissue samples post 14 day application)
Untreated
Model
Treated with
Benchmark Product
Treated with Minimalist
Alpha Arbutin 2%
25%
more reduction in pigmentation
than the benchmark product.
Alpha Arbutin 2% from
international brand
reduced pigmentation
by 56%
Alpha Arbutin 2% from
minimalist reduced
pigmentation by a
massive 70%
23 times
Also proven to:
reduces the appearance of
age spots within 8 weeks
effective in treating melasma
even at a 0.1% concentration
Ferulic Acid:
protects skin against UVB-
induced erythema by 47.85%
60%
more potent than
kojic acid
209 times
more potent than hydroquinone
in inhibiting human tyrosinase
16. HPA
Mandelic Acid
Non
Comedogenic
Essential Oil
Free
Ideal for:
All skin types
Reduces
melasma
Fades
dark spots
Gives blemish
free skin
Salicylic Acid
Tranexamic 03%
Face Serum
A powerful daily serum with 3%
Tranexamic Acid that fades away
the stubborn skin pigmentation.
Other key ingredients
that make it unique:
Fragrance
Free
pH: 3.8 to 4.8
Pigmentation
(Hydroxyphenoxy Propionic Acid)
Exfoliation
Blend of
&
actives accelerates the
reduction of pigmentation
& melasma
17. Clinically proven
performance
Reference: Minimalist Tranexamic 03% Product Manual
*
reduction in melanin
synthesis in B16-F1 cells
Tranexamic Acid
46% HPA, at a concentration of just 1%
is as effective as
reduction in melanin content
in human melanocytes
10%
reduction in rate of
melanin formation
Acetyl glucosamine
50%
reduction in relative
tyrosinase activity of unit cells
60%
Hydroxyphenoxy Propionic Acid
inhibition in melanogenesis
without cytotoxicity
86%
inhibition in intracellular
and released melanin levels
93%
Kojic Acid 2%
and helps reduce age spots,
pigmentation & skin complexion
HPA also claims...
18. Non
Comedogenic
Essential Oil
Free
Ideal for:
All skin types
Brightens
skintone
Fades
dark spots
Fights free
radical damage
Vitamin C 16% + E + Ferulic
Face Serum
A daily serum with 15% stable Vitamin C
& 1% blend of antioxidants that not just
brightens but also reverses UV damage.
Blend of ingredients
that make it unique:
Fragrance
Free
pH: 3.5 to 4.5
1%
15%
Ethyl Ascorbic
Acid
Vitamin E +
Ferulic
Fullerenes
C60
Potent & highly
stable Vitamin C
derivative
Ideal
combination
with Vitamin C
A new age,
super-strong
antioxidant
19. Clinically proven
performance
reduction in sunburn
cells (SBCs)
33.6%
increase in DNA protection
rate on fibroblast cells
21.9%
inhibition of Tyrosinase
protein level
47.5%
increase in skin
suppleness (elasticity)
16.3%
increase in collagen
synthesis
27%
Ethyl Ascorbic Acid
reduction in ROS level
82%
reduction in melanin
formation
78%
suppression of UVA enhanced
cellular tyrosinase activity
50%
C60 Fullerene
Reference: Minimalist Vitamin C + E + Ferulic Acid 16% Product Manual
*
20. Non
Comedogenic
Essential Oil
Free
Ideal for: all skin types
Blend of acids (AHA & BHA) & proven
anti-pigmentation actives to provide
smooth & even looking skin.
Evens tone &
texture
Reduces
pigmentation
Reduces
keratosis pilaris
glycolic
acid
Glycolic + Tranexamic 11%
Body Exfoliator
Ingredients that make
it unique:
Fragrance
Free
pH: 3.5 to 4
8%
tranexamic
acid
3%
salicylic
acid
2%
CLEAR, EVEN &
SMOOTH SKIN
Anti
Pigmentation
Actives
Exfoliation
Actives
(Alpha & Beta
Hydroxy Acids)
& (Tranexamic &
Butylresorcinol)
21. Clinically proven
performance
Reference: Minimalist Glycolic + Tranexamic 11% Product Manual
*
23 times
more potent than kojic acid
reduces the appearance of
age spots within 8 weeks
209 times
more potent than hydroquinone
in inhibiting human tyrosinase
4-n-Butylresorcinol
increased epidermal cell
proliferation
Glycolic Acid
29%
increased collagen
levels
5%
reduction in melanin
synthesis in B16-F1 cells
Tranexamic Acid
46%
reduction in melanin content
in human melanocytes
10%
22. Vitamin B5
Bisabolol
Oat extract, Oat derived
surfactant & hydrating actives
make it an ideal cleanser for
sensitive & dry skin
times more
potent
Sensitive skin
Damaged barrier
Gently
cleanses
Hydrates after
cleansing
Calms &
replenishes
Hyaluronic Acid
Oat Extract 06%
Face Cleanser
A super mild, gel cream cleanser with Oat
Extract that removes dirt & excess sebum
without damaging barrier function.
Other key ingredients
that make it unique:
pH: 5.5 to 6.5
Ideal for:
All skin types, however
highly recommended for
Essential Oil
Free
Fragrance
Free
Sulfate
Free
23. Clinically proven
performance
Hyaluronic Acid in skin
29%
Ceramides in skin
10%
in TEWL
27%
in skin redness
16.4%
INCREASE
DECREASE
Reference: Minimalist Oat Extract 06% Product Manual
boost anti-inflammatory
activity by inhibiting
leukotriene & prostaglandin
prevent & reduce
skin Irritation
increase skin
softness
Also proven to:
Enhanced Lipid Layer by 0.7
microgram/10cm
Significantly less denaturing of Intracellular
Proteins compared to Sodium Lauroyl
Sarcosinate
2
24. Octocrylene
The hybrid SPF has a very light
texture that spreads easily &
disappears leaving behind a
moisturised & non-shiny look.
times more
potent
Photostable
Acne Safe
A
Avobenzone
High sun
protection
Repairs
skin
Soothes, nourishes
& hydrates
Uvinul T 150
SPF 50
Broad Spectrum Sunscreen
A light weight SPF 50, loaded with
multi-vitamins, that protects against
UV damage & help repair skin.
Proven UV filters
pH: 6 to 7
Ideal for:
All skin types. Also the
sunscreen is...
B3 B5 E
Added Multi-Vitamins
F
26. Capryloyl Salicylic Acid (LHA)
All skin types, but ideal for oily,
combination & acne prone skin
A daily exfoliating, acne-fighting
face cleanser with the benefits of
BHA + LHA in 2% concentration.
Essential Oil
Free
Salicylic Acid (BHA) Reduces &
prevents acne
Helps with oil
control
Zinc
Salicylic Acid + LHA 02%
Face Cleanser
Ingredients that make
it unique:
pH: 4.5 to 5.5
Ideal for:
Cleanses &
gently exfoliates
Fragrance
Free
Sulfate
Free
Surface Level Exfoliation
Multi-Level Exfoliation
Blend of SA & LHA offers
&
for a clean, healthy &
oil-free complexion
27. Clinically proven
performance
CAPB
16 50 100
SLMI SLS
(Cocamidopropyl
Betaine)
(Sodium Lauroyl
Methyl Isethionate)
(Sodium Lauryl
Sulphate)
Mild Surfactant
(Used in our cleanser)
Harsh Surfactant
(Widely used in detergents,
soaps, shampoos & skincare)
Zein Score of Surfactants
Dual exfoliation approach
Salicylic
Acid
Capryloyl
Salicylic Acid
58% 94%
works at the
deeper layer
acts on the
upper layer
Blend of both
ingredients help
provide multi-
level exfoliation
to the skin
more moisturisation
after 21 Days
56%
decrease in transepidermal
water loss
27%
to promote cell proliferation
& regeneration of damaged
skin cells
to promote cell proliferation
& regeneration of damaged
skin cells
to increase shedding of
corneocytes
Reference: Minimalist Salicylic Acid + LHA 02% Product Manual
*
Also claims...
as only 6% penetrates
the skin surface
28. EUK-134
Zinc
Non
Comedogenic
Essential Oil
Free
Fades
dark spots
Fades
acne marks
Reduces
sun tanning
Hyaluronic Acid
Niacinamide 10%
Face Serum
A nourishing, daily serum packed with
pure Vitamin B3 (Niacinamide) & skin
nourishing ingredients for healthy skin.
Other key ingredients
that make it unique:
Fragrance
Free
pH: 5.5 to 6.5
Ideal for:
All skin types, but ideal
for acne prone/oily skin
or damaged barrier
Our other variant
Niacinamide 05% Serum
is especially formulated for...
sensitive/dry skin
those who find Niacinamide
10% a little strong.
29. Clinically proven
performance
Reference: Minimalist Niacinamide 10% Product Manual
*
46%
reduction in UVB induced
erythema
Bio-mimetic activity of two natural
skin enzymes, (catalase & superoxide
dismutase), & a powerful antioxidant
67%
protection of human epidermal
keratinocytes against UV-B damage
EUK-134
Niacinamide
reduction in
papules/pustules
60%
decrease in acne
severity in 8 weeks
52%
reduction in IL-8
production in HaCaT cells &
76.5% inhibition of IL-8 in
primary keratinocytes
93%
inhibition in P. acnes induced IL-8 mRNA
production in HaCaT cells & up to
90% inhibition in primary
keratinocytes
89%
30. Madecassoside
Ursolic Acid
Repairs damaged
barrier
Reduces
inflammation
Hydrates &
reduces dryness
Aminobutyric Acid
Ceramide 0.3% +
Madecassoside Face Cream
An everyday night cream with 5 Ceramides
to restore & repair skin’s natural barrier &
prevent water loss.
Other key ingredients
that make it unique:
pH: 5 to 6
in a ratio of 3:1:1 which is proven
to accelerate skin barrier
recovery
Suitable for
Oily/Combination skin
We have one more variant:
Ceramides 0.3% + Bisabolol
with more moisturizing
ingredients, suitable for
dry & normal skin
5 Skin-Essential Ceramides
NP EOP NS AS AP
It's formulated with
Ceramides | Cholesterol | Fatty Acids
31. Clinically proven
performance
Ceramides
Cholesterol
Fatty Acids
3
1
1
Ceramide: Cholesterol:
Fatty Acids in 3:1:1 ratio
is proven to repair skin
protective barrier
to increases involucrin by
129% in human Skin
to increase ATP stimulation
by 22 %
Also claims...
to increase production of epidermal
cells proliferation by 1.4X
to reduce overproduction of IL-8,
IL-1 alpha & prostaglandins E2
30%
in 28 Days
Reduces desquamation by
50%
in 56 Days
Erythema reduction by
60%
in 56 Days
Reduces itching sensation by
Reference: Minimalist Ceramide 0.3% + Madecassoside Product Manual
*
32. Apply thick layer to cleansed,
dry skin (avoid eye area), leave
for 10 mins & then wash off.
All skin types
Treats uneven
skin texture
Fades
pigmentation
Reduces
fine lines
AHA PHA BHA 32%
Face Peel
A powerful weekly peel with AHA, PHA &
BHA that provides multi-level exfoliation,
giving you a healthy, plump, & glowing skin.
pH: 3.4 to 3.8
Ideal for:
How to use
glycolic + lactic +
mandelic acid
Ingredients that make
it unique:
25%
polyhydroxy
acid
5%
salicylic
acid
2%
AHA
PHA
BHA
Use of sunscreen is a must
when using this peel.
Use PM routine, once a week.
33. Mandelic Acid
Interferes with melanin
production, reduces sebaceous
glands oil production & increases
collagen & elastin
Clinically proven
performance
Improves the skin texture:
smoothness & moisturization
Lactic Acid
11%
increase in skin
exfoliation
Salicylic Acid
Reference: Minimalist AHA PHA BHA 32% Product Manual
*
10%
increase in dermal collagen
production after 5 applications
Glycolic Acid
36.7%
increase in
corneodesmosin
Renews stratum
corneum
34. Retinol
0.3%
Retinol Range
Face Serums
A highly stable range of Retinol serums that helps with nourished, healthy &
youthful skin. Formulated in three different concentration to suit all skin needs.
0.6% 01%
low strength mid strength high strength
Reduce
wrinkles
Reduce
fine lines
Improve
elasticity
Retinol
most efficacious
& proven anti
aging ingredient
Coenzyme Q10
antioxidant that
helps reduce UV
induced damage
Squalane
made in squalane
base for prolonged
stability
Ingredients that
make them unique:
35. Clinically proven
performance
Reference: Minimalist Retinol studies manual
*
46%
increase in collagen fibres
28%
increase in elastins
19%
increase in collagen to elastin ratio
19%
reduction in cheek's
fine lines after 12 weeks
32%
reduction in cheek's
fine lines after 12 weeks
Counteract free radical
damage against UVA induced
depletion of cell membrane
Prevent Damage to collagen
and elastin production process
and helps avoid wrinkles
