Marico Ltd’s subsidiary, Marico South-East Asia Corporation (MSEA), will acquire 75% of Skinetiq’s shares from existing shareholders. The company can buy the remaining shares after FY28 if required milestones are met. Saugata Gupta, MD and CEO of Marico Ltd, said, "The investment in Skinetiq reflects our commitment to building a strong premium beauty play in Vietnam and advancing our D2C strategy internationally." He added, "Vietnam remains a priority market for the company due to its strong macroeconomic fundamentals and rapidly evolving beauty landscape." Skinetiq was co-founded in 2020 by Bui Ngoc Anh and Vietnamese beauty blogger Hannah Nguyen. It owns the digital-first skincare brand Candid and has exclusive rights to distribute the premium brand Murad in Vietnam. In 2025, Skinetiq reported revenues of Rs 152 crore with a mid-twenties EBITDA margin. Marico is actively acquiring brands to expand its D2C portfolio, as seen with its recent purchase of Indian plant-based protein brand Cosmix in February. The company stated in its earnings call, "We remain focused on advancing our diversification agenda in both India and overseas businesses and will maintain investments to drive the same."