L'Oréal has agreed to take majority control of Innovist, an India-based beauty company built around online-first brands, as it pushes deeper into one of the world's fastest-growing beauty markets. Innovist, founded in 2019, makes science-led skincare and hair care under labels such as Bare Anatomy and Chemist at Play, and sells them through its own websites, online and quick-commerce marketplaces, and physical stores. The three founders stay on as minority owners and will keep operating the business with L'Oréal India, with the brands moving into L'Oréal's Consumer Products Division and L'Oréal holding the right to buy the founders out fully down the line. Terms were not disclosed, and the deal is expected to close in the coming months pending regulatory approval.
