DBT Bureau
Bengaluru, 28 November 2024
Beauty and fashion retailer, Nykaa has completed the acquisition of a majority stake in clean and personal care brand, Earth Rhythm.
In an exchange filing, FSN E-Commerce Ventures Ltd, the parent of Nykaa, said it will help Earth Rhythm unlock further growth potential across categories by leveraging innovation, marketing, and omnichannel distribution capabilities while preserving the brand’s core values and distinct proposition.
Earth Rhythm was founded by Harini Sivakumar, Sivakumar Varadarajan, and Arun Kumar, which is an internet-first brand offering a range of organic beauty products spanning skincare, haircare, and makeup. Its products include face masks, toners, hair oils, shampoos, conditioners, lipsticks, and lip balms among others.
Nykaa had previously acquired a minority stake in the company in 2022 through a combination of primary and secondary transactions. Now, it has acquired majority stake in the company.
“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,” said Adwaita Nayar, co-founder of Nykaa and chief executive officer (CEO) of Nykaa Fashion and Beauty Brands.
“We look forward to expanding the reach and accessibility of the brand, ramping up growth by leveraging operational synergies with the Nykaa ecosystem,” Nayar added.
Commenting on the deal, Harini Sivakumar, Founder and CEO of Earth Rhythm said, “Nykaa has a comprehensive and strong distribution platform that can be leveraged by brands, allowing them to grow profitably. Nykaa’s 360-degree marketing across social media, influencer networks, and content allows brands to thrive in an otherwise competitive market.”
