FSN E-Commerce Ventures, the parent company of omnichannel beauty and fashion platform Nykaa, has acquired a majority stake in Earth Rhythm, a homegrown clean beauty brand.
This acquisition follows Nykaa’s earlier minority stake acquisition in 2022. Nykaa has now secured a significant majority stake in Earth Rhythm through a mix of primary and secondary transactions.
Earth Rhythm has built a strong brand presence through clean, clinically effective beauty and personal care products, developed with a commitment to transparency, sustainability, and efficacy.
Nykaa plans to leverage its robust ecosystem and expertise in innovation, marketing, and omnichannel distribution to drive further growth for Earth Rhythm, while preserving the brand’s core values of sustainability and transparency.
Adwaita Nayar, Co-founder of Nykaa and CEO of Nykaa Fashion and Beauty Brands said, “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 said, “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 networks, and content allows brands to grow in an otherwise competitive market. 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.”
Founded in 2019 by Harini Sivakumar, Sivakumar Varadarajan, and Arun Kumar, Earth Rhythm, formerly known as Soapworks India is an internet-first brand offering a range of organic beauty products spanning skincare, haircare, and makeup. Its product lineup includes face masks, toners, hair oils, shampoos, conditioners, lipsticks, and lip balms.
