When Minimalist was starting out, the market already had Nykaa, Purplle, Mamaearth, Sugar — and hundreds of other beauty brands. From 5,000 feet, it looked impossible to stand out.
But Mohit Yadav applied a simple filter.
First cut:
How many brands are truly product-obsessed — not just good at packaging or marketing?
Second cut:
How many are deeply honest and transparent with customers, even when it’s inconvenient?
After two or three such filters, something surprising happens.
The list collapses.
What looked like 200 competitors becomes 2 or 3 real ones.
And that pattern holds in almost every category today.
Most markets aren’t overcrowded.
They’re underdifferentiated.
In this episode of The Blume Podcast, Mohit Yadav breaks down how Minimalist thought about competition — and why clarity, not noise, creates room to win.
🎧 Watch the full episode to hear the complete thinking behind Minimalist’s category strategy.