Nykaa, the leading beauty and fashion brand, has bought a majority stake in Earth Rhythm, a home-grown clean beauty and personal care brand. This deal comes after Nykaa bought a minority stake in the brand in 2022. With this latest deal, Earth Rhythm will be able to expand across different categories and Nykaa will be able to help them with innovation, marketing, and multichannel distribution, at the same time maintaining their core values and unique proposition.
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Speaking about the acquisition, Adwaita Nayar, co-founder of Nykaa and Chief Executive Officer (CEO) of Nykaa Fashion and Beauty Brands said that Earth Rhythm will add to their brand portfolio and also allow them to explore and expand in the clean beauty arena. Nykaa aims to increase the reach and accessibility of the beauty brand.
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Earth Rhythm was founded in 2019 and provides certified organic, plant-based products which are 99% plastic-free. Their best selling products are Lip and Cheek Tint, Sunsticks, Shampoo Bars, and Hydrating Sunscreens. It has more than 250 products in their portfolio across six categories.
