The majority stake in India’s biggest clean skincare brand, Earth Rhythm, which has made Nykaa one of the country’s largest online beauty and wellness retailers, was acquired. In 2022, the company had invested a minority stake in the brand Earth Rhythm. According to available reports, the terms of the deal were not disclosed and integrate Earth Rhythm in the growing list of portfolio brands being adopted for the clean and sustainable skincare route.
According to Harini Sivakumar, Founder and CEO of Earth Rhythm, she is confident that this partnership will drive exponential growth for the brand. She feels that the in-depth marketing, distribution, and influencer network of Nykaa will enable Earth Rhythm to scale up very efficiently and effectively.
Clean beauty is one of the fast-growing categories in the business says Adwaita Nayar, co-founder and chief executive, Nykaa. She highlighted that this acquisition will complement the ongoing investments in clean beauty.
That’s an avenue Nykaa looks to tap into increasingly. Nayar said the clean beauty space has “immense long-term potential,” and this acquisition positions Nykaa to become a key player in that lucrative market segment.
It also epitomizes a much larger shift in the preference of consumers towards more sustainable and natural beauty products. Increasing demand from clean and eco-friendly products has been observed to enhance Nykaa’s ability to meet the needs of its consumers, thereby reinforcing its leadership in India’s beauty and wellness market.
Nykaa
Earth Rhythm’s thrust is on high-quality ingredient-conscious products, which is in tune with Nykaa’s vision of offering diverse, innovative beauty solutions to its customers. With the integration of Earth Rhythm into its portfolio, Nykaa would be expanding its product range but also aligning with a growing demand for transparency and sustainability in beauty products. Neither the company has disclosed the deal financial terms, but for Nykaa, it represents a significant milestone while striving to solidify its space within Indian and global beauty market horizons.
