VLCC, a renowned beauty and skincare brand in India, has announced its strategic merger with Ustraa, a leading direct-to-consumer (D2C) men’s grooming brand. The acquisition is set to be finalized by the end of June 2023, marking a significant move for both companies.
Ustraa, founded in 2015 by Rahul Anand and Rajat Tuli, specializes in offering a wide range of men’s grooming products, including shaving kits, beard care products, hair care products, and fragrances. With a robust online presence and an impressive consumer base of over 2.2 million on its app, Ustraa has established itself as a prominent player in the men’s grooming industry.
By acquiring Ustraa, VLCC aims to expand its footprint in the thriving men’s grooming market. While VLCC already enjoys a strong presence in the women’s skincare segment, boasting over 1,000 VLCC beauty centers across India, the acquisition of Ustraa will provide VLCC with an entry point into the rapidly growing men’s grooming sector.
In addition to market expansion, VLCC also seeks to leverage Ustraa’s expertise in digital commerce. Ustraa’s success as a D2C brand presents an opportunity for VLCC to learn and enhance its own digital commerce capabilities, ultimately elevating its online presence and customer experience.
The strategic acquisition of Ustraa signifies VLCC’s forward-thinking approach and highlights the increasing significance of the men’s grooming market in India. This move allows VLCC to tap into the potential of this market segment and further solidify its position as a key player in the beauty and skincare industry.
Benefits of the acquisition for VLCC include:
- Increased market share in the men’s grooming segment.
- Access to Ustraa’s robust online presence and a large consumer base.
- Capitalizing on Ustraa’s expertise in digital commerce to enhance VLCC’s own capabilities.
- Expansion of VLCC’s product portfolio to cater to the evolving needs of its customers.
- Strengthening VLCC’s brand image by venturing into the men’s grooming market.
With the completion of the acquisition expected by the end of June 2023, VLCC is poised to unlock new opportunities, broaden its market reach, and further establish its position as a frontrunner in the beauty and skincare industry.
