‘Minimalist eyes 30% revenue from international markets, to increase AdEx proportionally’

Skincare brand Minimalist has recently expanded its way into international markets such as Australia, Singapore and Vietnam. In 2021, it entered the middle east by expanding into the United Arab Emirates. 

The company’s decision for international expansion stemmed from its observation of a growing global demand for science-backed skincare solutions and a desire to fulfil the needs of consumers beyond Indian borders. “We believe that the global market is much more evolved compared to the Indian market and consumers there are much more aware about active-based skincare,” says Co-founder Mohit Yadav. 

However, considering the wide gap between the Indian & international markets, the company’s promotional strategy is also set to be unique for each market. For instance, post-expansion, its promotional plans entail a strategic blend of digital marketing, influencer collaborations, and targeted advertising campaigns tailored to each market's unique consumer demographics and preferences. 

Yadav adds, “While specific AdEx percentages may vary based on market dynamics and promotional strategies, we anticipate a substantial increase in promotional activities to amplify brand visibility and drive consumer engagement across international markets.”

As of now, Minimalist gets 10% of its revenue from international markets and aims to increase it to 30% in next two years, and according to Yadav, the company plans to proportionally increase its AdEx while maintaining profitability. 

Speaking of the media mix, he mentioned that for the international market, it encompasses a multifaceted approach, leveraging a combination of digital platforms, traditional media channels, influencer partnerships and experiential marketing initiatives. “We prioritize digital platforms for their global reach and interactive capabilities, complemented by strategic collaborations with key influencers and media outlets to amplify brand messaging and foster authentic connections with our target audience,” Yadav said. 

In some countries, where it has already established a significant presence in online channels, the brand is also moving into retail through strategic partnerships. However, there were challenges too along the journey. Yadav mentions that navigating regulatory requirements, maintaining a strong supply chain, establishing distribution channels, and understanding nuanced consumer preferences in diverse markets were a few of them. 

The rough patch that the global economy is going through was also a consideration for the company. But according to Yadav, the decision to expand internationally was driven by a long-term vision and confidence in the resilience of the skincare industry.  “This is not just a trend, it will stay and the active based skincare industry will only grow from now,” he said.