Earth Rhythm, a leading clean-beauty company in India, started as a tiny experiment in 2015 by Harini Sivakumar, a mother looking for ultra-gentle products for her kid with sensitive skin. In 2017, Harini, a former banker, started Soapworks India from her home in Gurugram after learning skincare formulation on her own through classes like Formula Botanica.
She moved into licensed manufacturing in 2018 with the help of her father, Sivakumar Varadrajan, and in 2019 launched the company’s first signature shampoo bars, which are currently one of their mainstay items.
Brand Focus: Efficacy, Inclusivity & Eco‑Responsibility
Earth Rhythm places itself at the intersection of environmental care and scientific research. Every one of the more than 160 product SKUs in the skincare, haircare, body care, and makeup categories is created internally by skilled cosmetic chemists and supported by independent clinical investigations, obtaining certifications from PETA and ECOCERT.
Key brand pillars include:
- Clinical efficacy through research-backed formulations.
- Planet‑safe choices, featuring zero-waste packaging, biodegradable formulas, and a take-back recycling policy.
- Inclusivity with fragrance-free, gentle options suitable for sensitive skin.
Funding Trajectory: Fueling Growth
Up to the middle of 2021, Earth Rhythm was entirely self-funded, reinvesting its earnings to expand production from home to industrial mixers. Anicut Capital, under the direction of Ashvin Chadha and Balamurugan IAS, provided the brand with $1.2 million in seed capital in June 2021 to support R&D, clinical testing, product development, and team growth.
When Earth Rhythm raised a $8 million Series-A investment headed by Nykaa in April 2022, with Anicut participating, the momentum continued, transforming the brand from a direct-to-consumer startup to an Omni-channel challenger. For about Rs 41.65 crore, Nykaa purchased an 18.5% share.
Nykaa most recently finished its second tranche investment in June 2025, injecting ₹5 cr, increasing its shareholding to about 75.8%. This effectively made Earth Rhythm a strategic subsidiary within the clean beauty portfolio of the beauty store.
Strategic Impact & Future Vision
Earth Rhythm is on track for quick growth with the support of Nykaa’s vast physical and online network. In addition to targeted overseas markets like the US, Germany, Bhutan, and Nepal, the brand will likely see a major distribution increase throughout Nykaa’s physical formats, such as Luxe, On-Trend, and Beauty Kiosks. At the same time, Earth Rhythm remains putting resources into new product development, with an emphasis on research and development of sustainable and clinically beneficial products.
With the help of strong marketing campaigns and an integrated omnichannel strategy, the company is also increasing its manufacturing capacity and broadening its brand reach. Continuous product development, significant environmental measures like plastic neutrality, and promoting greater customer interaction in both domestic and international markets are still top priorities for Harini and her leadership team.
How Earth Rhythm Stands Out
Earth Rhythm’s journey is not just about expanding their business; it is also representative of India’s clean-beauty movement, where customers are looking for personal care products that are safe, sustainable, and supported by science. The company is well-positioned to influence India’s cosmetics market by promoting science forward formulas, eco-friendly packaging, and transparent branding thanks to significant financial investments and a strategic partnership with Nykaa.
Earth Rhythm has evolved from a humble kitchen‑lab to a leading clean‑beauty innovator in under a decade. With $9.13M raised across seed and Series A rounds, and backed by powerhouse investor Nykaa, its mission continues — to deliver clinically effective, eco‑conscious beauty products that also protect the planet.
Also Read: How a Single Mother Built Forest Essentials into a ₹8,300 Cr Brand