'Minimalist will die in 3–5 years': Bombay Shaving Company CEO's blunt prediction divides internet
CEO Shantanu Deshpande predicts Indian skincare brand Minimalist may cease to exist in 3-5 years after founders sold it for ₹3,000 crore.
Bombay Shaving Company Founder and CEO Shantanu Deshpande took to LinkedIn to make a bold prediction about the future of Indian skincare brand Minimalist, claiming the brand is likely to “die (or cease to exist in any meaningful way) in the next 3-5 years.”
In his post, Deshpande said that the founders of Minimalist had exited the business after selling it for a massive ₹3,000 crore deal, claiming they earned ₹2,000 crore for themselves. “It was the right thing to do. I would have done the same,” he added.
However, he suggested that the brand is now orphaned with both the founders and the CEO no longer in the picture. Warning of fierce competition in the skincare space, he claimed that the brand was easily imitable in a "saturated" skincare market. Predicting financial strain over time, the CEO said that he believes the brand might be “put on life support” by its parent company, turning it into a “zombie business” with no real direction.
At the end of the scathing prediction, however, Deshpande added that he hoped that his prediction was proven wrong: “I so so so badly hope I’m wrong.”
HT.com has contacted Minimalist for a reaction to Deshpande's post. This story will be updated when a response is received.
The post gained attention on social media, dividing users. Many slammed Deshpande for his bleak prediction, while others agreed with his analysis.
Users also cited Deshpande, who called the skincare brand a copycat and compared his company to Dollar Shave Club and Gillette.
“He's clearly venting it out due to possible factors: BSC isn't growing. Minimalist founders have made tremendous wealth by selling stake,” claimed one user.
Another added, “I believe that if he puts in the same amount of effort that he puts in his philosophy into his products instead, he definitely would kill it.”
However, others supported the CEO's post. “All I see is a founder in a similar space giving his 2 cents. Maybe wrong, may not be wrong. In either case, it's good to drive discussion,” said one of them.
“His views are his own, but many people will stand by the company he built and the products he made,” remarked another.