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Nykaa, the digital-first Indian beauty and fashion retailer with over 200 stores across the country, announced on Wednesday that it had acquired the clean skincare brand Earth Rhythm. The acquisition follows a previous minority investment in 2022. The companies did not disclose the financial terms of the deal.
Earth Rhythm offers products that chime with consumer concerns around product naturality and sustainability, offering items such as Shampoo Bars sold in plastic-free packaging. Products like the Lip Cheek Tint, which with a multi-use applicator is a more modern format for applying cosmetics, are popular with younger shoppers seeking a fresh and natural look. The India-based brand, which owns its own research and development and manufacturing facilities, offers more than 250 products across six categories including hair, skincare and cosmetics.
It will join Nykaa’s wider portfolio of brands which also includes Kay Beauty, Nykaa Naturals and Nykaa Cosmetics, as well as fashion brands such as Nykd and Gajra Gang. Nykaa also stocks global brands including Fenty Beauty, Estée Lauder, Clinique and Huda Beauty.
In a statement, Adwaita Nayar, co-founder of Nykaa and chief executive of its fashion and beauty brand division, said the acquisition is an opportunity for Nykaa to play in the clean beauty space, which she described as a category with “immense long-term potential”.
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Harini Sivakumar, founder and chief executive of Earth Rhythm, said the partnership will allow the company to leverage Nykaa’s marketing, distribution and influencer capabilities, allowing the brand to grow profitably.
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