‘Minimalist will die in next 3-5 years’: Bombay Shaving’s CEO Shantanu Deshpande ‘predicts’ future of skincare brand
ShanTanu Deshpande, CEO of the Personal Care and Grooming Starter Bombay Shaver Company (CEO), predicted that the Premium skin care brand would have ‘die’ or existence within the next three to five years.
“I am ready to bet the brand minimalist will die in the next 3-5 years (or will stop existing in a significant way).
This landscape from Deshpande comes months after the sale of the Premium Skin Care brand to Unilever (Hul), the giant of consumer goods (FMCG), which moves quickly in January 2025, to Unilever (Hul).
Why does Deshpande think that ‘Minimalist’ will die?
Shantanu Deshpande said that the founders of the skin care brand were ‘gone’ and that the company was almost sold La3,000 crore in Janury 2025. He even supported the founders and said ‘was the right thing to do’ and he said he would do the same.
“The founders went. They sold it for 3000 CR, they made 2000 CR for themselves, they made 1000 CR for others and left. It was the right thing to do.
Deshpande emphasized the risk of further alienation of the brand, since it was reported that the new CEO will use a combination of focusing on the core and innovation section.
“A new CEO will be a combination of ‘ +’ innovation and will build ourselves for the consumer ‘.
Competitive risk
Shantanu Deshpande stressed that the skin care brand is not “difficult to copy ve and that industrial competitors will provide premiumization in the field.
“Competition is not difficult to copy an imitator. Obviously it is not difficult to copy an imitator. 🙂 Competition, another strategic arm for the new CEO – will be difficult.
Advertising expenditure (ROAS) and the capital return used (ROCE) will be important factors in ‘impatience’, which is likely to lead to the potential future of operations.
“Soon will be impatient around Roas and finally Roce. And the plug will always be withdrawn at some point,” he said. “In 400-500 CR, a brand, profitable, good run – will probably be a zombie job (there, but why no one knows) with the fact that shareholders are 3,000 CR poorer.”
Bombay shaving company CEO also emphasized that the minimalist FMCG giant Hul is below 1% of the market value. “So who cares,” he said.
“I hope I am very bad,” said Shantanu Deshpande.
Hindustan Unilever Ltd. On 22 January 2025, online premium skin care brand announced that the minimalist was purchased La2,955 Crore. According to Mint’s previous report, the FMCG giant will receive a 90.5% share in the company.
