Marico to Acquire 75% of Vietnam’s Skinetiq in Rs 261 Crore Deal
Marico is set to enhance its international beauty presence through the acquisition of Skinetiq in Vietnam, marking a significant step towards expanding its premium skincare offerings while strengthening its global Direct-to-Consumer (D2C) growth strategy. On Monday, Marico announced its plan to purchase a 75% equity stake in the Vietnamese beauty and personal care company, Skinetiq Joint Stock Company, for Rs 261 crore.
Acquisition Details
– Ownership Transition: Marico South-East Asia Corporation (MSEA), a subsidiary of Marico, will acquire 75% of Skinetiq’s total shares from existing shareholders.
– Future Plans: Marico has the option to acquire the remaining shares after FY28, subject to achieving specific milestones.
Strategic Importance
– CEO Insights: The investment in Skinetiq showcases our commitment to establishing a robust premium beauty presence in Vietnam and advancing our D2C strategy on an international scale, stated Saugata Gupta, Managing Director and CEO of Marico Ltd. He emphasized Vietnam’s importance to the company due to its strong macroeconomic fundamentals and a rapidly evolving beauty landscape.
About Skinetiq
– Founders: Co-founded in 2020 by Bui Ngoc Anh and popular Vietnamese beauty blogger Hannah Nguyen.
– Signature Products: Skinetiq is known for its digital-first skincare brand, Candid, and holds exclusive distribution rights for the premium skincare line, Murad, in Vietnam.
– Performance Metrics: In 2025, Skinetiq reported a revenue of Rs 152 crore with an impressive EBITDA margin in the mid-twenties.
Looking Ahead
Marico’s bullish approach toward acquisitions reflects its strategy to diversify its D2C portfolio, evident from previous acquisitions such as the Indian plant-based protein brand Cosmix in early February. We remain focused on pushing our diversification agenda in both domestic and international markets and will continue to invest strategically to achieve this, the company noted in its recent earnings call.
This acquisition of Skinetiq underscores Marico’s ambition to shape a dynamic presence in Vietnam’s premium skincare market, aligning with its long-term growth objectives.