INDIA —The Competition Commission of India (CCI) has granted unconditional approval for L'Oréal India Private Limited to acquire 100% shareholding in Onesto Labs Private Limited. The target entity operates as the parent enterprise behind Innovist, a digital-first personal care ecosystem that oversees science-backed consumer beauty labels, including Bare Anatomy, Chemist at Play, SunScoop, and Anecdote.
L'Oréal India, a wholly owned subsidiary of French cosmetics corporation L'Oréal S.A., has maintained operations across the country since 1994. The company manages a portfolio of 26 brands across mass and premium segments, backed by domestic manufacturing plants in Chakan and Baddi alongside dedicated research and innovation centers in Mumbai and Bengaluru.
The regulatory clearance clears the path for global consumer goods groups to scale their presence in India's rapidly expanding direct-to-consumer beauty market. Integrating homegrown direct-to-consumer beauty brands into established corporate distribution networks enables global beauty conglomerates to capture rising domestic demand for specialized, localized skin and hair formulations.
For institutional investors and brand operators, the approval highlights an increasing trend of traditional consumer multinationals acquiring digital-native fast-moving consumer goods startups to strengthen omnichannel reach across emerging Asian markets.
