Nykaa has completed acquisition of majority stake in Earth Rhythm through primary and secondary transactions, following its 18.6% stake purchase in 2022 Earth Rhythm manufactures over 250 products across six categories with its own R&D and manufacturing facilities The acquisition aligns with Nykaa's strategy to strengthen its house of brands portfolio, which includes Kay Beauty, Nykaa Naturals and Nykaa Cosmetics Beauty and fashion ecommerce major Nykaa today (November 27) said it has completed acquisition of a majority stake in D2C skincare and beauty brand Earth Rhythm. Though the company did not disclose the financial terms of the deal but said in a statement that it had bought the majority stake via a combination of primary and secondary transactions.
This follows Nykaa’s acquisition of an 18.6% stake in Earth Rhythm in 2022 . With this deal, the Falguni Nayar-led company aims to tap innovation, marketing and omnichannel distribution capabilities to fuel the clean beauty brand’s growth across segments, the statement added.
The investment also aligns with Nykaa’s strategy to build a house of brands portfolio, which includes Kay Beauty, Nykaa Naturals, Nykaa Cosmetics and Wanderlust. Founded by Harini Sivakumar in 2019, Earth Rhythm makes beauty and personal care products, including lip cheek tint, shampoo bars, sunsticks and hydrating sunscreens among others. Focused on plastic-free packaging, it claims to offer 250 products across six categories.
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