Omnichannel beauty platform Nykaahas procured a majority stake in the homegrown clean beauty brand Earth Rhythm.

This securing takes after Nykaa's prior minority stake speculation in Earth Rhythm in 2022. The company has presently secured a critical lion's share stake through a combination of essential and secondary transactions.

Leveraging its ecosystem and expertise, Nykaa points to drive Earth Rhythm's development over different categories. The stage plans to improve the brand's potential by centering on advancement, showcasing techniques, and omnichannel conveyance, whereas keeping up Earth Rhythm's center values and unique positioning.

Founded in 2019 by Harini Sivakumar, Sivakumar Varadarajan, and Arun Kumar, Earth Rhythm is an internet-first brand advertising a different extend of organic beauty products. Its portfolio ranges skincare, hair care, cosmetics, and lip care, including things like face masks, toners, hair oils, shampoos, conditioners, lipsticks, and lip balms. The brand is known for its vegan, cruelty-free, biodegradable items made without manufactured fragrances.

Headquartered in Gurugram, Earth Rhythm already raised $9.13 million from Anicut Capital and other speculators. The brand has built a solid nearness by advertising clean, clinically compelling excellence and individual care arrangements. 

Earth Rhythm has experienced critical advance in a brief period, illustrating solid deals development, client acquisition, category extension, development, and brand mindfulness. With a catalog of over 250 SKUs over six categories, it proceeds to extend its showcase presence.

Nykaa, an omnichannel marketplace in excellence, wellness, and fashion, offers a wide extend of private labels, counting skincare brand Dot & Key, jewelry line PipaBella, and attire brands Gajra Pack and Kica.

In the excellence and design space, Nykaa faces competition from major players like Amazon, Flipkart, Myntra, and niche platforms such as Purplle.

source: entrackr.