Leading beauty and wellness platform Nykaa has deepened its investment in the clean beauty segment by acquiring a majority stake in Earth Rhythm, a homegrown brand renowned for its organic and sustainable beauty products.
This move follows Nykaa’s earlier investment in Earth Rhythm in 2022, where it held a minority stake. The latest acquisition, achieved through primary and secondary transactions, solidifies Nykaa’s commitment to expanding its footprint in the clean beauty market.
With this strategic partnership, Nykaa plans to leverage its resources and expertise to accelerate Earth Rhythm’s growth. The focus will remain on innovation, robust marketing strategies, and a seamless omnichannel distribution network, while preserving Earth Rhythm’s core values and unique positioning.
Founded in 2019 by Harini Sivakumar, Sivakumar Varadarajan, and Arun Kumar, Earth Rhythm offers a diverse range of vegan and cruelty-free products. Its lineup includes skincare, hair care, and makeup items such as face masks, toners, hair oils, shampoos, conditioners, and lip balms. Known for its biodegradable and artificial fragrance-free offerings, Earth Rhythm has positioned itself as a leader in sustainable beauty.
Based in Gurugram, the brand previously raised $9.13 million from investors, including Anicut Capital, and has witnessed rapid growth in sales, customer acquisition, and category diversification. With over 250 SKUs across six categories, Earth Rhythm continues to expand its presence in the beauty and personal care market.
Nykaa, known for its extensive portfolio of beauty, wellness, and fashion products, aims to enhance Earth Rhythm’s market potential while competing with key players such as Amazon, Flipkart, and Purplle. This acquisition underscores Nykaa’s dedication to fostering innovation and sustainability within the beauty industry.