Nykaa, India’s £4.73bn beauty retail powerhouse, has snapped up personal care brand Earth Rhythm.
The retailer, which the Nayar family owns, acquired a majority stake in the Indian beauty business on 27 November.
Earth Rhythm was founded in 2015 by Harini Sivakumar and sells hair and skin care, bath, make-up and sun protection products.
“Earth Rhythm is an exciting new addition to our owned brands portfolio, providing a chance to deepen our presence in the clean beauty sector, which holds significant long-term promise,” said Adwaita Nayar, co-founder and CEO of Nykaa Fashion and Beauty Brands.
“We are eager to enhance the brand’s reach and accessibility while accelerating growth by utilising operational synergies within the Nykaa ecosystem,” Nayar added.
The acquisition has expanded Nykaa's growing brand portfolio, which stocks products from Estée Lauder, Clinique and Huda Beauty.
Earlier this year Rihanna’s Fenty Beauty also penned a deal with Nykaa to make its debut in India.
The singer’s beauty line became available for Indian consumers via Nykaa’s Cross Border Store on 7 March.
Hero products include the Gloss Bomb Universal Lip Luminizer and Killawatt Freestyle Highlighter.
"We are delighted to initiate our collaboration with one of the most innovative and disruptive beauty brands globally, Fenty Beauty,” Anchit Nayar, Executive Director and CEO of Nykaa Beauty, said in a statement at the time.
“The brand's commitment to diversity and inclusivity aligns perfectly with Nykaa's mission of democratising beauty for all Indians.”
Western beauty businesses have been increasingly investing in the Indian market, with Chanel opening its first beauty shop in Mumbai in January 2024.
(Photo Credit: Earth Rhythm Instagram)