Nykaa acquires majority stake in clean beauty brand Earth Rhythm

Beauty ecommerce giant Nykaa recently announced that it has completed the acquisition of a majority stake in the clean beauty brand Earth Rhythm.

In 2022, the company acquired a minority stake in Earth Rhythm through a mix of primary and secondary transactions.

“Earth Rhythm represents an exciting addition to our owned brands portfolio, and it presents an opportunity to expand our play in the clean beauty space, a category with immense long-term potential,” said Adwaita Nayar, co-founder of Nykaa and CEO of Nykaa Fashion and Beauty Brands.

What does Earth Rhythm do?

Founded in 2019 by Harini Sivakumar, Sivakumar Varadarajan, and Arun Kumar, Gurugram-based Earth Rhythm is known for its vegan, cruelty-free, and biodegradable personal care products, spanning skincare, hair care, makeup, and lip care.

Its portfolio features a wide range of organic products, including face masks, hair oils, toners, shampoos, and lip balms, crafted without artificial fragrances.

With over 250 SKUs in its catalogue, the Gurugram-based firm claims to have built a loyal customer base and achieved significant sales growth, backed by earlier funding of $9.13 million from investors, including Anicut Capital.

Nykaa's vision for growth

Nykaa plans to leverage its robust ecosystem to drive Earth Rhythm's growth. This includes focusing on innovation, enhancing marketing strategies, and expanding omnichannel distribution while preserving the brand’s core values and distinct proposition.

“Nykaa has a comprehensive and strong distribution platform that can be leveraged by brands, allowing them to grow profitably. Nykaa’s 360-degree marketing across social media, influencer networks, and content allows brands to thrive in an otherwise competitive market,” said Harini Sivakumar, founder and CEO of Earth Rhythm.