Before Minimalist, Mohit Yadav and team were building Freewill — a personalized haircare brand where users answered 25+ questions and products were created from scratch.
It looked like FMCG, but under the hood, it was meant to be a tech company.
Then reality hit.
India’s manufacturing and distribution laws made large-scale personalization risky and hard to scale.
So the team flipped the problem:
Instead of custom products for every user,
they built highly potent, solution-led products — one for pigmentation, one for ageing — that could scale across retail, e-commerce, and every channel.
That pivot became Minimalist.
In this conversation with Karthik Reddy on The Blume Podcast, Mohit breaks down how regulatory insight, not branding, shaped one of India’s most trusted skincare companies.
🎧 Watch the full episode for the full journey behind Minimalist.