Nykaa has officially completed the acquisition of a majority stake in Earth Rhythm, a clean beauty brand founded in 2019.

This strategic investment underscores Nykaa’s commitment to the long-term potential of Earth Rhythm. Following its initial minority stake acquisition in 2022, Nykaa has now secured a significant majority stake through a mix of primary and secondary transactions.

Earth Rhythm has gained a loyal consumer base through its clean, clinically effective beauty and personal care products, rooted in transparency, sustainability, and efficacy. With Nykaa's extensive ecosystem and expertise, the partnership aims to unlock further growth across categories. Leveraging innovation, marketing, and omnichannel distribution capabilities, Nykaa plans to scale Earth Rhythm while preserving its core values and unique proposition, according to a company press release.

Adwaita Nayar, co-founder of Nykaa and CEO of Nykaa Fashion and Beauty Brands, commented, "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. The brand’s truly unique formulations and commitment to sustainability across the supply chain – from ingredients to packaging to processes – have struck a chord with its loyal consumer base. We look forward to expanding the reach and accessibility of the brand, ramping up growth by leveraging operational synergies with the Nykaa ecosystem."

Harini Sivakumar, founder and CEO of Earth Rhythm, expressed her excitement, saying, "I am thrilled beyond words that Earth Rhythm has received a powerful affirmation from Nykaa in our journey and the impact we’re making. Nykaa has a comprehensive and strong distribution platform that can be leveraged by brands, allowing them to grow in a profitable manner. Nykaa’s 360-degree marketing across social media, influencer network, and content allow brands to grow in an otherwise competitive market."

Sivakumar added, "With this deepened partnership, Earth Rhythm can continue to innovate and grow, bringing even more value to our existing customer base while expanding our reach. I’m incredibly excited for what lies ahead."