Indian beauty and fashion retailer Nykaa acquired an additional 24.2 per cent stake in direct-to-consumer personal care brand Earth Rhythm. The transaction builds on the retailer’s initial backing of the company two years ago.
Nykaa first took a position in Earth Rhythm during an 8 million dollar Series A funding round in 2022. The increased holding deepens its direct ownership of domestic skincare and haircare labels as competition intensifies across India’s beauty and personal care market.
Consolidation in Indian Beauty Brands
The deal reflects a broader push by established e-commerce platforms to secure higher-margin proprietary and partner labels rather than relying entirely on third-party marketplace distribution. By taking a larger equity position, Nykaa gains tighter control over product development, supply chains, and exclusive digital merchandising rights for Earth Rhythm’s portfolio.
Direct-to-consumer brands in India face rising customer acquisition costs on digital channels. Partnering closely with platform operators provides these brands with immediate shelf space, physical store exposure through Nykaa Luxe and Nykaa On Trend outlets, and shared logistics infrastructure across tier-one and tier-two cities.
Building Out the House Brand Strategy
Rival platforms including Reliance Retail’s Tira and Tata Cliq Palette are expanding their own portfolios of private and partnered beauty brands. Nykaa’s strategy mirrors global retail trends where multi-brand operators buy equity in high-performing independent labels to capture manufacturing margins alongside retail markups.
The investment follows Nykaa’s entry into Earth Rhythm in 2022, when the startup used its Series A proceeds to expand manufacturing capacity and marketing reach. The brand formulates solid beauty bars, skincare serums, and clean-label cosmetic formulations sold across India.
Investors will look to Nykaa’s upcoming quarterly filings for the total cash consideration paid for the 24.2 per cent equity tranche and any changes to Earth Rhythm’s board structure.
