Marico South East Asia Corporation (MSEA), a wholly owned subsidiary of Marico Limited, has entered into definitive agreements to acquire a 75% equity stake in Vietnam-based Skinetiq Joint Stock Company, subject to regulatory approvals and customary closing conditions. The acquisition has been structured as a cash transaction with an aggregate consideration of up to VND 750 billion (approximately INR 261.6 crore).
The investment has aligned with Marico’s strategy to strengthen its premium beauty portfolio and expand its presence in Vietnam’s direct-to-consumer skincare market. Upon completion, Skinetiq has become a subsidiary of MSEA and consequently a subsidiary of Marico Limited. The transaction has been expected to close within 90 days from the signing of definitive agreements, subject to regulatory approvals.
Founded in 2020 and based in Ho Chi Minh City, Skinetiq has owned the digital-first science-backed skincare brand Candid and has held exclusive distribution rights in Vietnam for luxury clinical skincare brand Murad. The company has generated revenues of approximately VND 443 billion (around INR 152 crore) in CY2025. Marico has also retained the right to acquire the remaining shares after FY28, subject to certain milestones and approvals.
Saugata Gupta, MD and CEO, Marico, said, “The investment in Skinetiq reflects our commitment to building a strong premium beauty play in Vietnam and advancing our D2C strategy internationally. Vietnam remains a priority market for us, driven by its strong macroeconomic fundamentals and rapidly evolving beauty landscape. Skinetiq’s digital-led model and science-backed portfolio align seamlessly with Marico’s vision for the future of beauty and portfolio premiumization. This partnership positions us to invest ahead of the curve in Vietnam’s fast-growing e-commerce and D2C space, while creating a strong platform to introduce more brands in the years ahead.”
Bui Ngoc Anh, Founder and Executive Chairman, Skinetiq JSC said, “We founded Skinetiq with a simple belief: Vietnamese consumers deserve high-quality, science-backed skincare tailored to their needs. Today, partnering with Marico gives us the platform, expertise, and resources to build a strong foundation for long-term, sustainable growth. I’m excited to embark on our next phase with a company that shares our ambition and commitment to excellence, as we scale our innovation pipeline and deepen our connection with Vietnamese consumers.”
