Earth Rhythm

Earth Rhythm is a pioneering Indian personal care brand recognized for its commitment to smart, safe and sustainable beauty solutions. Earth Rhythm operates in the personal care and beauty industry, catering primarily to the Indian market while expanding its footprint to international regions such as the Middle East and the US. In November 2024, Earth Rhythm was acquired by beauty and fashion e-commerce giant Nykaa, which purchased a majority stake through a combination of primary and secondary transactions

Core Products and Services

• Multi-Category Product Range: Earth Rhythm offers a diverse portfolio of professional-grade products across skincare, haircare and makeup. Key products include moisturizers, sunscreens, lip balms, face washes, serums, and more, all formulated with natural, non-toxic and biodegradable ingredients.

• Science-Backed & Clinically Tested: The brand is India’s first homegrown beauty company to invest in independent clinical trials and research, ensuring efficacy and safety.

• Eco-Friendly & Ethical: Products are ECOCERT certified, cruelty-free and manufactured in a GMP-certified facility registered under the Department of AYUSH, Government of Haryana. Packaging is biodegradable or recyclable, reflecting a strong commitment to environmental sustainability.

• Digital-First Distribution: Earth Rhythm is a 100% direct-to-consumer (D2C) brand, with products available on its website and major e-commerce platforms

• Target Audience: The brand primarily targets consumers aged 18-40, addressing a wide range of skin and hair concerns with solutions suitable for all skin types.

Unique Value Proposition

• Sustainability at Core: Earth Rhythm combines clinical efficacy with environmental responsibility, using safe, non-toxic ingredients and eco-friendly packaging.

• Transparency & Trust: The company emphasizes ingredient transparency and educates consumers on healthy earth-friendly skincare.

• Rapid Growth & Recognition: Earth Rhythm has grown over 500% between FY21 and FY22, with a six-fold increase in customers and orders and is backed by prominent investors like Nykaa and Anicut Angel Fund.

Business Model & Revenue Streams

Earth Rhythm operates on a direct-to-consumer (D2C) e-commerce model, with revenue generated primarily through and it’s primary revenue streams are:

• Online Direct Sales: The majority of sales occur via the brand’s own website, which allows for higher margins and direct customer engagement.

• Marketplace Sales: Additional revenue comes from sales on third-party e-commerce platforms such as Nykaa and Amazon, expanding reach and accessibility.

• Offline Expansion: The brand is venturing into offline retail with plans for 100+ kiosks in India and abroad, aiming to diversify channels and enhance brand presence.

• International Sales: Earth Rhythm is actively exploring overseas markets, particularly the Middle East and US, to tap into new customer segments.

• Product Innovation: Continuous R&D and clinical trials ensure a steady pipeline of new, effective and differentiated products.

• Customer Acquisition & Retention: Heavy investment in digital marketing, influencer partnerships and educational content to attract and retain a loyal customer base.

• Sustainability Marketing: Leveraging eco-friendly credentials and certifications as a major differentiator in a crowded beauty market.

• Omnichannel Approach: Expanding from online-only to a hybrid model with offline retail for broader market penetration.

Customer Segmentation

• Primary Segment: Urban, digitally savvy consumers aged 18-40 seeking clean, effective and sustainable personal care products.

• Secondary Segment: Emerging international customers and eco-conscious buyers in new markets.

• Enterprise/B2B: Minimal focus, with the business model centered on direct B2C engagement.

Growth Strategy

• Market Expansion: Aggressively targeting new geographies and offline retail to complement strong online growth.

• Product Diversification: Expanding into new categories and sub-categories within personal care and beauty.

• Strategic Partnerships & Acquisitions: Leveraging Nykaa’s ecosystem for distribution, marketing and operational synergies post-acquisition.