Estee Lauder Seals the Deal: Full Ownership of India’s Luxury Beauty Brand, Forest Essentials

Estee Lauder, a renowned global manufacturer and marketer of skincare, makeup, and beauty products, has acquired the remaining shares of the luxury Indian beauty brand, Forest Essentials. This move finalizes an 18-year partnership between the two entities, pending regulatory approval.

Increase in Commitment and Position

Stéphane de La Faverie, the president and CEO of Estee Lauder, emphasized that this acquisition underscores the company’s commitment to enhancing the growth of Forest Essentials. It also solidifies its standing in India’s high-end beauty market. De La Faverie expressed deep admiration for the vision and perseverance needed to create a brand of Forest Essentials’ stature. The shared objective is to further solidify the brand’s leadership domestically, while prudently introducing it to a global market.

A Brand Rooted in Tradition

Forest Essentials, established in 2000 by Mira Kulkarni, draws its inspiration from Ayurveda. This age-old Indian wellness system, with a history spanning approximately 3000 years, concentrates on creating harmony between the mind, body, and spirit. Forest Essentials has successfully transformed these traditional rituals into contemporary formulations and immersive retail experiences, placing Ayurveda in the luxury beauty segment. Today, Forest Essentials is a leading brand with about 200 stores spread across India.

Future Direction

Despite the acquisition, Forest Essentials will retain its headquarters in New Delhi under the leadership of Mira Kulkarni and her son, Samrath Bedi, who is the executive director. The brand will continue its operations in India, including infusing research and development with Ayurveda principles, sourcing botanicals locally, and manufacturing in-house.

The collaboration with Estee Lauder will allow Forest Essentials to tap into the latter’s worldwide brand-building capabilities, distribution network, and operational proficiency. This will foster long-term growth while preserving the brand’s heritage.

Kulkarni expressed that the next phase of the company’s evolution will concentrate on international expansion while preserving its Indian roots. She reiterated that Ayurveda is not simply a belief system, but a refined combination of science, ritual, and holistic wellbeing. She added that this new phase signifies both continuity and growth.