The majority of the domestic clean beauty company Earth Rhythm has been purchased by omnichannel beauty platform Nykaa.
This purchase comes after Nykaa previously invested a minority stake in Earth Rhythm in 2022. A substantial majority stake has now been acquired by the business through a mix of primary and secondary transactions.
By utilizing its ecosystem and experience, Nykaa hopes to propel Earth Rhythm’s expansion into new markets. While upholding Earth Rhythm’s fundamental principles and distinctive positioning, the platform intends to maximize the brand’s potential by concentrating on innovation, marketing tactics, and omnichannel distribution.
Harini Sivakumar, Sivakumar Varadarajan, and Arun Kumar founded Earth Rhythm, an online-only company that sells a variety of natural cosmetics, in 2019. Products like face masks, toners, hair oils, shampoos, conditioners, lipsticks, and lip balms are among the skincare, hair care, makeup, and lip care products in its portfolio. Products from the brand are known to be cruelty-free, vegan, biodegradable, and free of artificial fragrances.
Anicut Capital and other investors have contributed $9.13 million to Earth Rhythm, which has its headquarters in Gurugram. The brand’s clean, clinically effective beauty and personal care products have helped it establish a strong presence.
With impressive sales growth, customer acquisition, category expansion, innovation, and brand awareness, Earth Rhythm has made great strides in a short amount of time. Its market presence is still growing, with a catalog that includes more than 250 SKUs in six categories.
Skincare brand Dot & Key, jewelry line Pipa Bella, and clothing brands Gajra Gang and Kica are just a few of the private labels available on Nykaa, an omnichannel marketplace for beauty, wellness, and fashion.
Major players like Amazon, Flipkart, and Myntra, as well as specialized platforms like Purplle, compete with Nykaa in the beauty and fashion industry.
