Case Study

Brand overview & social media audit

Minimalist is a science-driven skincare brand founded in 2020 by Mohit Yadav and Rohit Warrier under Uprising Science Pvt. Ltd. The brand quickly gained popularity for its transparent, no-nonsense approach to skincare—focusing on clinically effective ingredients, clear labeling, and simplified routines. With its clean aesthetic, honest communication, and direct-to-consumer strategy.

Minimalist disrupted the Indian beauty industry and built a loyal customer base. Today, the brand has expanded globally to markets like the US, UK, UAE, and Malaysia, standing out for its commitment to ingredient transparency, efficacy, and empowering consumers with knowledge over hype.

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Strategic Recommendations (Next Steps)

  • Content Calendar: Schedule content weekly with themes like #MythMonday, #TestimonialTuesday.
  • Human & Influencer Features: Invite dermatologists or minimalist lifestyle creators for Reels and live sessions.
  • Optimize Hashtags: Identify 30 high-performing tags mixing brand (#MinimalistSkincare), category (#CleanBeauty), and niche (#SensitiveSkinSolutions).
  • Create Highlights & Guides: Organize posts into skincare routines, ingredient guide, customer stories.
  • Story Strategy: Post daily stories with interactive elements to maintain top-of-feed visibility.
  • UGC Campaign: Launch #MinimalistEffect challenge—encourage users to share their real results.
  • Engagement-first Captions: e.g., “Tell us your skin type below,” “Double-tap saves this.
  • Monitor Metrics Weekly: Collect likes, comments, shares, saves, story interactions; adjust accordingly.

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