Nykaa has acquired a controlling stake in Earth Rhythm, a clean beauty company

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In 2022, the startup purchased a minority position in Earth Rhythm through both main and secondary deals

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Harini Sivakumar, Sivakumar Varadarajan, and Arun Kumar created Gurugram-based Earth Rhythm in 2019

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Earth Rhythm offers vegan, cruelty-free, and biodegradable personal care products, including skincare, hair care, makeup, and lips

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The company offers a variety of organic goods, such as face masks, hair oils, toners, shampoos, and lip balms without artificial smells

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Earth Rhythm claims to have a dedicated customer base and had significant revenue growth

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The startup has $9.13 million in capital from investors, including Anicut Capital

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Nykaa intends to use Earth Rhythm's powerful ecosystem to accelerate it’s expansion

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It will involve prioritizing innovation, improving marketing methods, and expanding omnichannel distribution while maintaining the brand's core values and unique proposition

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