Earth Rhythm

Earth Rhythm is an Indian clean-beauty company based in Gurugram, in the state of Haryana. It grew out of small-batch skincare made by its founder, Harini Sivakumar, and became a direct-to-consumer brand spanning skincare, haircare, makeup and bath products. Since August 2024 it has been majority-owned by Nykaa (FSN E-Commerce Ventures), India's listed beauty retailer, and operates as part of Nykaa's owned-brands portfolio [6].

The company's founding date depends on how its history is counted. Earth Rhythm's own about page and later editorial coverage give 2019 [1][6], the year of its first commercial product. Earlier reporting tied to its 2022 funding round dates the origin to 2015 [5], when Sivakumar first began making products under what would become its predecessor brand. The brand itself uses 2019; the 2015 figure refers to that earlier predecessor work rather than to Earth Rhythm under its current name.

According to the company's account of its history, Harini Sivakumar — a former banker who trained as a cosmetic chemist — started researching gentle skincare in 2015 after the birth of her son, who has Down syndrome. Finding nothing on the market she considered suitable, she made small batches at home and gave them to friends and family. She completed formulation courses, including a diploma in advanced cosmetic science, and in 2017 launched a brand called Soapworks India in Gurugram, selling simple, fragrance-free, hand-made products.

In 2018 her father, Sivakumar Varadarajan, joined the business. Together they obtained a manufacturing licence and rebranded Soapworks India as Earth Rhythm. Accounts of who founded the company differ: the brand's about page names only Sivakumar Varadarajan, while editorial coverage and the company's own blog credit Harini Sivakumar as founder and chief executive, alongside Varadarajan and Arun Kumar as co-founders [6].

Earth Rhythm's first commercial product, launched in 2019, was a range of shampoo bars, which the company describes as a signature offering. The same year it obtained ECOCERT certification [4]. In 2021 it raised $1.2 million in seed funding from Anicut Capital.

In 2022 the brand raised an $8 million Series A round led by Nykaa, which took an 18.51% stake; the earlier investor Anicut Capital also participated [5]. By that point the company reported direct-to-consumer sales in India with distribution reaching the United States, Germany, Bhutan and Nepal. In August 2024 Nykaa moved from minority investor to controlling owner.

Nykaa first invested in Earth Rhythm through the 2022 Series A round, acquiring 18.51% of the company [5]. On 13 August 2024 Nykaa acquired a majority stake through a combination of primary and secondary transactions, making Earth Rhythm a subsidiary [6]. Adwaita Nayar, co-founder of Nykaa and chief executive of its fashion and beauty brands arm, described the brand as "an exciting new addition to our owned brands portfolio, providing a chance to deepen our presence in the clean beauty sector." Nykaa's owned-brand portfolio also includes Dot & Key, Pipa Bella and Kica.

Earth Rhythm presents itself under the tagline "Clean. Kind. Effective" and positions its products as "smart and safe skincare" intended to be effective and, in the company's words, "backed by cited scientific research." It states that its formulas are developed in-house by trained cosmetic chemists and that the supporting research is shared transparently with customers. The company also describes a social commitment, saying it employs women from economically weaker backgrounds and people with disabilities, including autism and Down syndrome, as part of an inclusive workplace.

The brand's range covers face care, haircare, bath and body, makeup and sun protection. At the time of the 2024 acquisition its portfolio was reported to span more than 250 products across skincare, haircare, makeup and lip care [6]. Marketed actives include hair-serum ingredients such as Redensyl, Anagain and Procapil. Earth Rhythm holds ECOCERT and PETA certifications [1][4] and markets its products as vegan, paraben-free and sulphate-free. On sustainability, the company describes a zero-waste approach and a stated aim of becoming plastic neutral, with raw materials it says are sourced responsibly and packaging it describes as recyclable.

Earth Rhythm remains active and trading. It sells through its own e-commerce site and Indian retail partners including Nykaa, Amazon, Flipkart, Myntra and Blinkit, and reaches several export markets. Its ownership status changed in August 2024, when Nykaa took a majority stake and the company became a Nykaa subsidiary.