CCI clears L’Oréal India’s acquisition of digital-first beauty player Innovist
India’s antitrust regulator has approved L’Oréal India’s purchase of 100% of Onesto Labs, which operates as Innovist. The deal adds brands including Bare Anatomy, Chemist at Play, SunScoop and Anecdote across D2C, e-commerce, quick-commerce and offline retail channels.
What happened
CCI approved L'Oreal India's acquisition of 100% of Onesto Labs, now branded Innovist, strengthening its Indian beauty and personal-care portfolio. Innovist's
Key facts
- 100% shareholding acquisition
- 26 brands
- 2 manufacturing facilities
- operating since 1994
- Innovist founded in 2019
What changed
CCI approved L'Oreal India's acquisition of 100% of Onesto Labs, now branded Innovist, strengthening its Indian beauty and personal-care portfolio. Innovist's digital-first brands are sold through D2C, e-commerce, quick-commerce and offline retail channels nationwide.
Why this matters
L’Oréal India’s Innovist acquisition strengthens its omnichannel beauty portfolio with digital-native brands positioned for growth across D2C, quick commerce and offline retail.
What to watch
- Closing timeline and disclosed transaction value, governance structure and founder/management retention arrangements.
- Changes in Innovist’s marketplace rankings, quick-commerce availability, repeat-purchase metrics and offline door count after closing.
- Evidence of distribution expansion through Nykaa, Amazon, Flipkart, Blinkit, Zepto, Swiggy Instamart, modern trade and pharmacy chains.
- New product launches or reformulations indicating use of L’Oréal R&D, manufacturing or ingredient-sourcing capabilities.
- Pricing, discounting and ad-spend shifts that signal a push for scale versus a focus on profitability.