ESTÉE LAUDER MOVES TO FULLY ACQUIRE FOREST ESSENTIALS IN BET ON GLOBAL LUXURY AYURVEDA

Estée Lauder Companies will acquire the remaining stake in Indian luxury Ayurvedic beauty brand Forest Essentials, deepening an 18-year partnership. The deal, expected to close in the second half of 2026, underscores Estée Lauder’s long-term commitment to India’s prestige beauty market and ambitions to take the heritage brand global.

The Estée Lauder Companies has agreed to acquire the remaining stake in Forest Essentials, the Indian luxury Ayurvedic beauty brand founded by Mira Kulkarni, marking a significant step in the multinational group’s long-term strategy to expand its presence in India’s fast-growing prestige beauty market.

The transaction, which remains subject to regulatory approvals, is expected to close in the second half of 2026. Once completed, it will bring Forest Essentials fully under the ownership of Estée Lauder, extending a relationship that began nearly two decades ago.

Estée Lauder first invested in the brand in 2008 through a minority stake, recognising early potential in its blend of traditional Ayurvedic principles and luxury beauty positioning. The American beauty conglomerate later expanded its holding to 49 per cent in 2020, signalling growing confidence in the brand’s trajectory within India’s premium skincare segment.

Founded in 2000, Forest Essentials has built a reputation for combining ancient Ayurvedic formulations with modern luxury aesthetics. The company produces skincare, haircare and wellness products rooted in botanical ingredients and traditional beauty rituals, supported by in-house manufacturing, research based on Ayurvedic principles and carefully sourced natural ingredients.

Over the past two decades the brand has expanded steadily, operating nearly 200 standalone retail stores across India and developing a loyal customer base that spans both domestic consumers and international travellers seeking Ayurvedic-inspired beauty products.

Following the acquisition, the brand will continue to be headquartered in New Delhi. Leadership continuity is also planned, with Kulkarni remaining at the helm alongside her son Samrath Bedi, who serves as executive director.

For Estée Lauder, the move reflects a deeper strategic focus on India, which the company views as one of its most significant emerging markets. The group currently operates 14 brands across skincare, make-up, fragrance and hair care in the country, positioning itself to capture growth in a segment increasingly driven by affluent urban consumers and globalised beauty trends.

Stéphane de La Faverie, President and Chief Executive Officer of Estée Lauder Companies, described the acquisition as the natural evolution of a partnership built on mutual respect and shared values.

“Today marks a meaningful new chapter in a partnership built over the past 18 years on a foundation of mutual trust and respect,” he said, describing Forest Essentials as an exceptional brand nurtured by its founder and beloved by Indian consumers. He added that Estée Lauder recognises the entrepreneurial spirit required to build a brand of such stature and sees strong global potential in its heritage-driven identity.

According to de La Faverie, the next phase of the partnership will focus on strengthening the brand’s leadership in India while gradually introducing it to international audiences. The company intends to expand the brand’s reach without compromising what he called the “integrity, craftsmanship and cultural soul” that define Forest Essentials.

Kulkarni, who has guided the brand since its founding, said the next chapter represents both continuity and opportunity. She noted that the company had spent 25 years building a brand rooted in authenticity, craftsmanship and the wisdom of India’s traditional wellness systems.

She said Estée Lauder’s respect for founder-led brands and its experience in scaling global luxury labels made it a natural partner for the next phase of Forest Essentials’ journey.

“Our shared mission has always been to establish Luxury Ayurveda as a globally respected pillar of modern beauty,” Kulkarni said, emphasising that Ayurveda should be viewed not as folklore but as a sophisticated science of holistic wellbeing.

With the operational capabilities and international distribution strength of Estée Lauder behind it, Forest Essentials now aims to bring Ayurvedic beauty traditions to a wider global audience while maintaining its Indian roots and standards of craftsmanship.

The acquisition also aligns with Estée Lauder’s broader strategy of investing in founder-led brands with strong cultural identities. In India, the company has supported the growth of the beauty entrepreneurship ecosystem through initiatives such as BEAUTY&YOU India, which mentors and funds emerging beauty innovators.

Industry observers say the deal underscores the increasing global appeal of Ayurveda-inspired products, as international beauty consumers show growing interest in natural ingredients, heritage wellness systems and culturally rooted luxury brands.

For Forest Essentials, the move marks both an affirmation of its past and a gateway to the future — one where a brand built on ancient Indian traditions may find a much wider stage in the global beauty industry.