Minimalist Manifesto

Founded by Mohit Yadav, Minimalist is a brand revolutionizing the beauty industry as it fuses transparency, science, and sustainability for an authentic and effective skincare experience.

- ARITRA GHOSH

In the bustling world of beauty and personal care, a revolutionary brand emerged, challenging norms and setting new standards. Mohit Yadav, Co-Founder, Minimalist takes us back to the inception, sharing the story of the brand’s evolution.

Before Minimalist, the journey began with Freewill, a brand specializing in personalized hair care solutions. Operative for about a year and a half, Freewill served as a stepping stone that allowed the founders to immerse themselves in industry. Two critical gaps became apparent – a lack of transparency in brands and products that rode on transient trends.

“Our aim was to build relatable to a broader audience. We prioritized efficacy over trends and committed to radical transparency, a departure from brands taking consumers for granted,” Mohit asserts.

From Freewill to Minimalist

Minimalist was conceived as a response to these deficiencies. The founders envisioned a brand that would not only address the existing gaps in the industry but would also resonate with a wider audience. The commitment to transparency and efficacy became the pillars upon which Minimalist was built.

“We wanted to be very, very honest, very transparent, and secondly, how can we be like radically transparent and honest with the consumers, unlike most of the brands, which take people for granted,” explains Mohit.

Navigating the Product Landscape

Walking through their product portfolio, Mohit sheds light on Minimalist’s philosophy. The brand’s initial focus was on skincare treatments, addressing common issues like acne, pigmentation, dry or oily skin, brightening, and aging. It started with four or five products, aiming to build trust through solving significant issues.