Mumbai: Nykaa, India’s leading beauty and fashion e-commerce platform, has acquired a majority stake in Earth Rhythm, a clean beauty brand known for its vegan, cruelty-free, and biodegradable personal care products. In 2022, the company acquired a minority stake in Earth Rhythm through a mix of primary and secondary transactions. This step marks an expansion of Nykaa’s portfolio in the rapidly growing clean beauty market.
Founded in 2019 by Harini Sivakumar, Sivakumar Varadarajan, and Arun Kumar, Gurugram-based Earth Rhythm offers a range of skincare, haircare, and makeup products crafted without artificial fragrances. The brand has a strong consumer base and previously secured $9.13 million in funding from investors like Anicut Capital.
Adwaita Nayar, Co-founder of Nykaa, emphasized Earth Rhythm’s potential in the clean beauty space, aligning with Nykaa’s vision to cater to evolving consumer preferences. The acquisition is part of Nykaa’s strategy to strengthen its position by nurturing innovative brands within its ecosystem. Harini Sivakumar, CEO of Earth Rhythm, expressed optimism about leveraging Nykaa’s extensive distribution and marketing capabilities to scale the brand while maintaining its core values. Nykaa’s support through omnichannel distribution and influencer-driven marketing is expected to enhance Earth Rhythm’s visibility and growth trajectory.
This move highlights Nykaa’s commitment to capturing trends in conscious consumerism, solidifying its status as a leader in the beauty sector.
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