Earth Rhythm, founded in 2019 by Harini Sivakumar, has rapidly become a beacon in India’s clean beauty landscape. A former banker turned entrepreneur, Harini created the brand to address the growing demand for sustainable, organic, and scientifically backed personal care products. The brand’s ethos is rooted in delivering effective solutions while minimizing environmental impact, aligning with the values of eco-conscious consumers.

What started as a homegrown venture quickly captured attention for its high-performing, dermatologically tested range of skincare, hair care, and makeup. By 2023, Earth Rhythm boasted over 250 products, crafted without artificial fragrances and packaged sustainably. Harini’s leadership has been instrumental in steering the brand toward success, making it a standout in the competitive beauty market.

Nykaa’s Partnership with Earth Rhythm

Nykaa, a dominant player in India’s beauty and lifestyle retail, has been a long-standing advocate of supporting innovative, homegrown brands. Founded by Falguni Nayar in 2012, Nykaa has grown to represent more than just a retailer—it’s a trendsetter in the industry. Seeing Earth Rhythm’s potential, Nykaa first acquired a minority stake in the company in 2022.

In 2024, Nykaa strengthened this partnership by acquiring a majority stake in Earth Rhythm. While the financial details remain undisclosed, the strategic value of this move is clear. Nykaa’s expansive reach, cutting-edge marketing capabilities, and deep customer insights provide Earth Rhythm with unparalleled growth opportunities.

The Vision Behind the Acquisition

Harini Sivakumar sees this partnership as a pivotal moment for Earth Rhythm. "Our shared vision of creating sustainable and effective personal care products aligns perfectly," she stated. With Nykaa’s support, Earth Rhythm aims to scale operations, expand its product portfolio, and reach more eco-conscious consumers across India and globally.

Nykaa’s co-founder and CEO of Nykaa Fashion and Beauty Brands, Adwaita Nayar, echoed this sentiment, emphasizing that Earth Rhythm’s innovation in clean beauty complements Nykaa’s mission to empower Indian brands. Together, the collaboration promises to redefine clean beauty in the region.

What This Means for Clean Beauty

The clean beauty market in India has been experiencing exponential growth as consumers increasingly demand products that are kind to both their skin and the planet. Earth Rhythm’s early commitment to sustainable practices, such as the use of biodegradable packaging and cruelty-free formulations, positions it as a leader in this sector.

With Nykaa’s investment, the brand now has the resources to innovate further—developing cutting-edge, science-driven formulations while maintaining its eco-friendly promise. This collaboration also sets a precedent for how established market leaders can nurture smaller, purpose-driven brands, fostering an ecosystem of innovation and sustainability.

Earth Rhythm’s Bright Future

As Earth Rhythm integrates with Nykaa’s ecosystem, its growth trajectory looks promising. The brand plans to deepen its presence in both urban and tier-2 cities, capitalizing on Nykaa’s omnichannel retail model. With a sharper focus on customer education and product accessibility, Earth Rhythm aims to make clean beauty mainstream in India.

This acquisition is not just a business transaction—it represents a pivotal shift in the beauty industry. It’s a story of how a purpose-driven startup caught the eye of an industry giant and is now set to transform the way Indians approach personal care.

Source: Entrepreneur, ISN