Minimalist already helps customers decide what to buy. The harder post-purchase questions are whether the routine is working, what is normal and what to do next.
Minimalist
Independent strategy exercise
Designing post-purchase decision support for skincare
Brand context · Independent exercise
Minimalist
What they doAn Indian beauty brand built around actives-led skincare and transparent product communication.
Known forScience-led skincare, haircare and bodycare with ingredient-focused education.
Funding & milestonesHindustan Unilever acquired a 90.5% stake in 2025; this is an acquisition, not a funding round.
Sources: HUL announcement
This is brand background; the case below is independent work, not an employment or client claim.TL;DR · 30-second version
I designed Skin Journey: positioning, segments, jobs to be done, messaging, onboarding, lifecycle, launch funnel, cross-functional plan and guardrails.
My 27-slide strategy explains the reasoning, worked lifecycle, channel plan and experiments behind the concept. This is an independent exercise with a proposed launch plan.
Research reasoning, marketing strategy and worked examples
Pilot roadmap with decision gates
Exposure-to-next-action measurement funnel
The portfolio presentation · 27 slides
Skin Journey, in full
The reasoning behind my audience and positioning choices, followed by channel strategy, worked lifecycle messages, launch copy, experiment design and decisions I would make from the results.
Independent strategy exercise. Not commissioned by or affiliated with Minimalist.
Explore the deck 01 / 27
Use the arrows to exploreThe full story
A product and GTM concept that extends Minimalist's clarity from choosing a product to understanding progress after purchase.
Find the decision gap after purchase
The audit starts from an existing brand strength: Minimalist already reduces pre-purchase guesswork through ingredients, routines and evidence. The opportunity begins after the customer starts using the routine.
The audit starts from an existing brand strength: Minimalist already reduces pre-purchase guesswork through ingredients, routines and evidence. The opportunity begins after the customer starts using the routine.
Skin Journey is positioned as decision support for what to expect, when to reassess and what to do next, not another recommendation engine designed to sell more products.
Build trust into the product story
The messaging architecture extends Minimalist's existing science, efficacy and transparency language. It separates usage confidence, progress clarity and the next decision instead of collapsing them into a vague personalisation claim.
The messaging architecture extends Minimalist's existing science, efficacy and transparency language. It separates usage confidence, progress clarity and the next decision instead of collapsing them into a vague personalisation claim.
The concept also includes explicit medical guardrails so cosmetic guidance does not drift into diagnosis.
Launch to learn
The 90-day plan starts with customers facing the highest decision friction, measures activation beyond account creation and uses return behaviour and confidence signals to decide whether to scale.
The 90-day plan starts with customers facing the highest decision friction, measures activation beyond account creation and uses return behaviour and confidence signals to decide whether to scale.
Each phase has a decision gate: weak opt-in points to positioning or audience; strong activation with weak return points to lifecycle value or timing.
Evidence note: Independent strategic exercise created to demonstrate my approach. It was not commissioned by or affiliated with Minimalist, and no execution result is claimed.