Minimalist

Minimalist is a Jaipur-based science-first skincare brand founded in 2020 by Mohit and Rahul Yadav. The brand's #HideNothing ethos commits to publishing complete INCI lists, disclosing key active concentrations, and avoiding proprietary blends. Products are positioned around high-efficacy actives at evidence-backed concentrations, priced to be accessible rather than prestige. Minimalist does not use fragrance, dyes, or decorative packaging, all formulation budget goes to the active ingredients. The brand manufactures in India and has expanded to international markets.