Indian Skincare & Beauty Brand, Marketing & Customer Insights - Minimalist | FO185 Raj Shamani

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• Figuring Out With Raj ...
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Timestamps:
00:00 - Intro
00:55 - Raj’s introduction to Minimalist
02:12 - Minimalist beginning
06:53 - Funding from Unilever and Sequoia
08:35 - Organic over paid marketing
12:35 - Product quality over marketing
16:56 - Inspired by Ordinary
20:05 - Different segments of customers
23:06 - Fair & Lovely branding strategy
26:08 - Evolution of brand building
30:55 - Online presence Vs Retail
39:08 - Retail Marketing technique
41:33 - Modern distribution channels
43:35 - Highest selling categories
46:40 - Dealing with competitors
49:06 - Performance Marketing in India
52:53 - Difference between Indian and UK, UAE customers
55:29 - Thanks for watching!
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In today’s episode of Figuring Out, we have Minimalist’s co-founder Mohit Yadav in conversation with Raj Shamani. Minimalist is one of the fastest-growing skincare brand of India which has grown from 0 to 100 crores in just 8 months. You will hear all that it took for this brand to grow and become one of the favourite brands of consumers in this episode.
In this episode, we talked about how Mohit started Minimalist, the early days of him figuring out everything in this business, and how Minimalist’s Instagram followers went from 200 to 10,000 within 2 days. He further explained the complete breakdown of the journey of reaching 0 to 100 crores in revenue within 8 months of starting the brand. We also talked about if Minimalist is inspired by The Ordinary which is popular in the U.S. and the three segments of different consumers that he came across while building Minimalist.
We discussed the modern distribution channels like Zepto, Swiggy, and more and how much these channels contribute to their overall sales. He shared the top 3 skincare products that are most bought in India. He explained their social media strategy and overall strategy to have 4x consumer retention. We ended our conversation by talking about how Indian consumers are different from consumers from any other country. For more such insightful conversations, subscribe to our channel and join this journey of Figuring Out.
Follow Mohit Yadav On:
LinkedIn: / mohitmst
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To Know More,
Follow Raj Shamani On ⤵︎
Instagram @RajShamani
/ rajshamani
Twitter @RajShamani
/ rajshamani
Facebook @ShamaniRaj
/ shamaniraj
LinkedIn - Raj Shamani
/ rajshamani
• • •
#Podcast #FiguringOut #RajShamani #minimalist

[@sourobhdas1235]

Today I learned Minimalist is an Indian brand. The packaging is so simple yet classy.

[@MJaiDev]

They copied from The Ordinary Brand

[@Brodragon2225]

@@MJaiDev but they were first to copy in india

[@divyadubey2007]

Samapati was the influencer who had posted about their products. I was one of those people who ordered their products once Samapti posted about the brand in 2020. Since then I tried many other brands but no brand could match the efficacy of minimalist products. Truly one of the best indian skincare brand I have ever come across. Kudos to the brand. Have changed many lives❤

[@kiranchoudhary382]

I use both The Ordinary and Minimalist products. Ordinary is my most favourite but some products are ridiculously expensive, so I go for Minimalist if they're the same composition.

[@shagun2342]

Same here. I'm the biggest fan of minimalist products. I've recommended them to my entire family. They r insanely amazing. I've tried multiple brands even the most expensive ones by importing them. But hands down this is the best

[@anishagupta7513]

I have been a huge fan of Minimalist . Literally purchasing it in every 4 months since I started using. Already onboarded 5 more people as brand lovers. So happy to hear further insights here!

[@vlogger_18]

The best ever INDIAN skin care brand that really does what it says ... tried a whole lot of products.. nothing worked .. then came to know about minimalist from amazon wanted to give it a try .. stayed consistent for an year and woooo it worked wonders .. changes can be seen from the very first month of using... thanks to minimalist for giving what it promises... and consistency is the key ❤

[@shamofficial07]

I started using minimalist serum 3 months ago and have seen massive result, I can understand everything he said, love the marketing strategy he used to build his brand💌

[@simpysood8186]

which serum?

[@varsha9546]

Yes "minimalist" is alternative of "Ordinary" with cheap price.

[@afrinazad2806]

Plagiarism

[@blueheart7726]

The part from 35:15. His answer ...🙌🏻 My respect for the brand and this man grew 10 folds..

[@SelfLove605]

One of my favourite brand, I started my skincare journey with minimalist products & my skin was happy

[@devadigavanita]

I absolutely trust Minimalist - best brand best product . When they say product is a hero ... It is !! Using since 2020 I can't go back to anything else .

[@varsha8591]

Thank you so much for doing this podcast.. now we get to see the men behind minimalist. I used their oat moisturizer and niacinamide serum for the first time.. they had very few products I. 2021.. but it also felt so good that this was made in India and by Indians! And the product quality was so good and on par or even better than most expensive products found internationally or domestic.. I remember once I left a review after using a product.. I got a personal reply from them and was also implemented.. I want this brand to florish globally and make us all proud ❤ much love for this brand. Just to add I began my skincare journey with minimalist it was so light on the pocket.. much deserved ❤

[@hope-sharma]

I just love their products & packaging! Been using for more than 2 years.. my skin is soooo much better than before minimalist.

[@spreadlove8539]

My favourite products are from The Ordinary and The minimalist. I use their serums and sunscreen. Excellent products

[@rupasherpa1662]

We are all family members used minimalist.we love it and we all better than knew about the minimalist through this podcast.so both of thanks.🙏🙏

[@ExplorewithElora]

Mr. Yadav is such a nice person who knows and understands customers and their issues so on point.

[@blueheart7726]

OMG...I don't know why did I never imagine this episode to happen. I swear MINIMALIST is my only favorite-go to Indian skincare brand that I love to the core and trust to the sky. Coz it actually like ACTUALLY works... I started my skincare journey with them and trying everything else came back and stuck to them.. All I have now are few Korean skincare products and a lot of Minimalist. That's it. (I don't know but when he said consumers did the marketing and they didn't endorse much on it, his journey reminded me of BTS -except the time taken part. ) Loads of love and appreciation for the team.💜

[@glidingspider1251]

Added to bucket list: Figuring Out pr aunga ek din

[@Neha_Singh98]

Minimalist came right time in the INDIAN market when “THE ORDINARY” was literally in demand and girls were buying TO products from IG small bizz shops which used to deal in international brands (but they’re hella expensive like 2x 3x price and used to charge additional shipping cost and what not ) , i remember buying MINIMALIST in frustration of not able to afford TO as a student and liked few things from the brands. So yeah they came in the right time before covid and obviously ppl were free so learned and took care of their skin and got into the whole skincare game. NOT SURPRISED w their earnings but they need to work on their formulation, we don’t need to buy foreign brand if our home grown brand give us QUALITY ✨ yk? Good podcast 🫡

[@meghanar1603]

Oh wow this is amazing, it's been like 4 years since I'm using this brand, I'm so excited to watch this

[@Iamlucifeerrr]

You're bringing my favourite brands like inshorts and minimalist

[@sudhanshushekhar2002]

Thanks for knowing the things that way😊

[@S_podder]

I used minimalist salicylic acid facewash and it was awesome for my oily skin. 😍

[@saipooja1588]

I used to get products from abroad because we didn't have good Indian brands producing quality products. I now use Be minimalist products for my skincare needs.

[@pujapiu6983]

I love minimalist Products,i uses these daily life ❤.

[@snehapotadar8519]

" Minimalistically unique content" I really like this podcast, and I really appreciate your idea of inviting him for this podcast.

[@saumyaagarwal3731]

I am also a minamlisit loyalist…. Your newest launch the eye cream have gifted n recommended to more than 15 people

[@VMRpharmaceuticals]

As a cosmetic safety assessor, good to hear more about quality. Yes indian consumer changing

[@Teddyera]

Great Insights ❤ thank you so much

[@ExplorewithElora]

I love minimalist products. Just recently order 5 of their products

[@MsShikha21]

I am buying minimalist for past 2 years. I repurchase 3,4 products once in every 3 months. I wish if they could launch “minimalist tranexamic acid in 10% “. I am buying it from Neemli coz they have in 10%

[@urvijani1862]

I have been the brand fan since initial days and it is awesome...❤keep making good products. I always promote the brand to all. I love it.

[@harshsharmayt903]

His clothes are also representing the brand ;

[@Cylaa211]

Thank you, minimalist for filling the vacuum when we needed it the most❤ I bought after seeing it Samapti's channel.

[@iamparth1486]

bhai it so knowledge and you label you define technical terms in videos are really helping me thanks bro.

[@Varunpatniii]

I just bought 3 products while watching this podcast, really felt the trust .. will share my review once tested ✍🏽📃

[@NehaSingh-mw5to]

Hello sir, Thank you for this podcast, I was struggling with some basic challenge in my startup and this podcast came as a miracle. Can't thank you enough. Plz plz invite more entrepreneurs who can inspire us.

[@rajshamani]

Glad this helped! Stay tuned for more amazing informative episodes ahead 💯

[@alivamallick6896]

Minimalist products are so good...The founder is right that the product is our hero😊

[@satishsadhwani1392]

Rj shamani sir you do such a wonderfull job thanku for shoting such kind of pod cost with such kind of real persons having real personality or ground knowledge. Heartly appreciate boht of you

[@user-ls5kq7rr4y]

Better than big brands … really good

[@vaishnavividhate7310]

I used the 0.5% salicylic acid cleanser it was amazing very gentle plus all my every other day coming white heads were totally gone till I used it you guys are doing a great job keep it up and don't go for advertisement etc but we don't trust ads now

[@grod15]

Thank you for bringing the Co-founderbof Minimalist. I am a dedicated user of their product. Although I live in the UK, I buy my Minimalist products once a year from India while I'm on holidays. Good stuff!

[@kiranchoudhary382]

I use minimalist products, they work amazing. Specially maleic acid bond repair serum❤

[@kirtan146]

Bro your podcasts has literally changed my mind and perception of thinking towards problems. So very much thankful for that...

[@user-nu9sg2hx1k]

Accidentaly I Found when I was searching for dupe of Ordinary . I have used each and every Minimalist product, from then there is no going back . I have used almost all brands Serum, but Minimalist works like wonder.

[@ruralintrovert6474]

Honestly the most organic brand I ever came across

[@NupurSoni01]

I used minimalist serum. Achi h.

[@Peony903]

I literally love this man

[@wildatheart15]

A much awaited podcast. Well done 👏🏻

[@rajshamani]

Thanks for watching! 😇

[@wildatheart15]

@@rajshamani omg thanks for replying! made my day :)

[@gokenriba6935]

Minimalist hair care range is the best❤

[@pritu87]

Excellent pod..very crisp and to the point. Kudos! Very nice topic..so much to learn

[@rajshamani]

Thanks for watching!

[@mythytkamraan7716]

Great that was insightful

[@navidjoarder7910]

plz bring srdhar vembu

[@Foodisgood746]

Minimalist salicylic acid face wash a holi grail for me ❤❤❤ But give discounts sometimes 🙂

[@Akashd7IN]

ive my self purchased over 40 times till date.

[@zen9581]

What u purchase 40 time

[@Akashd7IN]

@@zen9581 not the same products , their marula oil moisturiser , serums , sfp etc

[@hetaljoshi7462]

I wanted to know who the face behind the minimalist.... And here he is. Glad to listen to this podcast. I always love their products. I'm the person who is purchasing products on the basis of their owners😅

[@atharvamote5088]

Just a suggestion. Raj, the blanko perfume bottle which has been kept on the shelf behind the guest is acutally not visible clearly. You had kept the dark shade colour bottle which has a dark background of some poster. It should be the same as you had kept behind you which is the blue bottle ahead of a silver button.

[@Northern_Himalyan]

Hi Raj I want you to call someone from Himachal like Anupam Kher Rubina dilaik please touch each state we all would be happy start a 28 episode series where you call prominent personality from each state and ut

[@aditya21210]

views ni ayenge

[@Sylhetihindu23]

​@@aditya21210 kyun nahi?

[@AayushBadoni]

​@@Sylhetihindu23because nobody is interested in Kashmir or Kashmir people

[@Exploring020]

Raj, i want to know your skincare secrets . Please share details like: 1. What your skincare routine looks like. 2. What you take internally like your food and diet habits. 3. What do you use externally on skin like soap, shampoo, creams, any natural tips?

[@rajshamani]

I can give you my skincare routine: During Day: Keihls Face wash Excela moisturiser ISDIN photo protector sunscreen Before bed: Keihls Face wash Azelac RU serum

[@richakhandelwal1328]

I have just started following your podcast and have become a huge fan Just one thing I found out that in the moisturizer you mentioned here, I found disodium edta and other such chemicals that is harsh and dangerous to skin. Appreciate your opinion​@@rajshamani

[@xylonature7787]

Seriously my favourite Indian market

[@LINTJ123]

Been using minimalist since the product launch. Their alpha arbutin works magically for me ❤❤❤❤

[@shashwatmishra5233]

You used it for?

[@LINTJ123]

@@shashwatmishra5233 pigmentation. PIH ,PIE

[@asitdas8353]

Lots of love to Minimalist ❤

[@Pratik-143-]

Favorite brand😊

[@explorer9401]

I can vouch on retention rate. Cause i myself purchase cleasenr, serum, moisturizer, sunscreen everytime

[@FourthFemale]

All of his podcasts are mind blowing ❤

[@rajshamani]

This is so great to hear!! 💯

[@FourthFemale]

@@rajshamani love from Pakistan 🇵🇰😍

[@akashshah5332]

Best skincare brand

[@akankshapatil9838]

He his so handsome and soft spoken. Visionary Love him

[@justanotherindian11]

So many praises for this brand. Never used this. Is it really good?

[@miss_boom426]

Interesting podcast,I Always learn a different marketing approaches by different successful business icons of young India.. You are really doing appreciable work Raj sir.

[@rajshamani]

Thanks alot! ❤

[@gypsymonkey60]

Wow I would love to know about there background superb work 🎉🎉🎉 because knowing about the chemical and using chemical in a beneficial way is something next level I think they are from IIT OR NIT

[@Love_democracy12]

Love minimalist ❤ love from jaipur

[@jokefunny0]

Nice ❤❤

[@ddjj004]

You make great content Raj. Keep up the good work. A small piece of feedback, I find you interrupting the guest as soon as he starts to answer your question. Rest is just perfect! You're doing great!!

[@Hmm24567]

Minimalist is amazing

[@sauravsinha5610]

This is 3rd time order since 2023. Loyalty wali baat correct 💯 hai

[@MMC176]

Good ❤

[@adityanalage8895]

Raj your videos are so informative it's like sitting in the lecture of Top B- schools !

[@prachipatni29]

Nice episode 👌

[@shanusinghbhati2005]

Raj Shamani OP in the chat , great work

[@dibyabapon]

First of all, I want to say that I have never used any Minimalist products. Lots of comments I read here proving that the products of Minimalist are so much good. Then I go to their website to see about the hair serum product. But when I see the reviews and comments in their website. There are lots of negative comments and the rating for the hair serum is 3.4. Now I don't know what should I believe. The founder also say in the podcast that the retention rate of the customers is 60%, which I cannot see in customer reviews in their website.

[@jacksparrow9613]

Sir, Pls bring Major Abhay Sapru (1 PARA SF) He fought in Sri Lanka, Kashmir and North East! Tremendous experience!

[@Snowflakes_7]

Hello, can someone please suggest me, what should I use for acne from Minimalist brand ?

[@Groth007]

I found this podcast way much better than TRS clips❤

[@Laxmipandey488]

Aapki podcast ka hamesha intezaar rahta h aur aapka podcast bahut hi valuable hota h ... Thank you a lot raj ... keep rocking and keep shining 🌟

[@rajshamani]

Thanks buddy!! Stay tuned for more amazing podcasts ahead 💪

[@imSolo0]

Raj Bhaiya …. Height key bht sare myths nd cons hai (may be maine purane videos ke through na dkha ho bt) may be 2024 mein koi professional clear kr dei … rest loves u a lot … best Person in this Entire Country!🔥

[@aakashv5268]

He Shake…. Take his spermm … Apply on faceee Glow hi glow hoga same as him

[@BrundaYerra]

Would love to see English captions on your videos!

[@minswagg5929]

I’m one of the people why their retention rates are so high, from last year I’ve bought 5 sunscreens, and few niacinamides and loads of salicylic acid serums, they’re working fine for me

[@lekhaajgalley1460]

Looooobe minimalist products! Best in India for the price range

[@explorer9401]

This brand is just wow.. being a man I never thought I would be doing a skin care routine. Minimalist is the best❤. Every man should go for it

[@AnaghaBhat.]

What products do you use?

[@explorer9401]

@@AnaghaBhat. I use 1) cleasner salicylic acid 2) toner 3) vitamin moisturizer 4) sunscreen spf50. And trust me I am a man from a tier 2 city never taken care of my skin until I realised I need to. You can go for minimalist products.

[@Mohit-jm8jo]

Ek din issi podcast me baithunga 💫

[@birdofforest1313]

Minimalist products saved my skin . I was struggling with pigmentation and sun damage along with fragrance related allergies of skin care products.On top of that I wanted a Vegan , cruelty free products.I came across Minimalist brand which was a gamechanger for me.Two years of using the products of Minimalist I am extremely happy with the results.😃

[@id-Amanguptapg]

Which product do u use in pigmentation mam

[@wohooooo7613]

@@id-Amanguptapgbro everyone’s skin works differently,so it’s better to consult a dermat to know the best suited skincare. Like I was using niacinamide for my acne suggested by my friend,then I visited a dermatologist and she prescribed me clindamycin and benzoyl peroxide,resulting visible results in a few days.

[@birdofforest1313]

@@id-Amanguptapg Niacinamide 5 % ,Arbutin2%.

[@PreetamJenavipul]

Sometimes the founders are so rigid with their existent biases. His first set of users itself came because an influencer mentioned Minimalist and he says we dont believe in Influencers and dont invest in them. As a marketer in personal care myself, I dont think anything works more than legit influencers talking about your products.

[@Innovins1]

I don't believe just 5 lakh spent on influencers marketing for 100 cr turnover , if you are spending just 5 lack then you are lucky and have good stars. Waiting for comments and reply of others viewers

[@Peace-ep8ol]

I used to think ordinary is copy of minimalist 😂

[@anmolkashyap1175]

Your content giving value for me who passed as government school 🏫

[@seemachoudhary5883]

You are looking so gorgeous Raj sir 💐💐💐🤗🤗

[@rajshamani]

Thankyouu ma'am! 🤍

[@ITS_FF_DEMON.1]

He won me ❤

[@soumyagupta8261]

One podcast with Swiss beauty 🌷

[@shopaholicc9]

please do the entire podcast in either english, its very difficult for us non hindi speakers

[@MEB_KunalArya]

Full support ❤❤❤❤

[@rajshamani]

thank you bhai❤️