What Earth Rhythm does

Earth Rhythm is a Gurugram-based direct-to-consumer clean beauty brand founded in 2020 that develops and sells dermatologically tested, eco-friendly personal care products across face care, hair care, bath and body, sun protection, makeup, and facial oils. The company formulates with active ingredients at appropriate concentrations and stable pH levels, verified through independent research centres, and positions its catalog around certifications including PETA cruelty-free, Plastic Neutral (via rePurpose Global), Organic, and Vegan. Its 131+ SKU portfolio spans serums, moisturizers, face washes, masks, shampoo bars, conditioner bars, sunscreens (SPF 50-60 PA++++, in-vivo tested), lip care, foundations, and body care, retailing at ₹200-₹1,200 per unit with bundle pricing (Buy 2 @ ₹749, Buy 3 @ ₹1,049, Buy 4 @ ₹1,299) and promotional discount mechanics.

The business operates an omnichannel distribution model: its Shopify-powered website and iOS/Android mobile apps serve as the D2C channel, while products are listed across India's major marketplaces — Nykaa, Amazon India, Flipkart, Myntra, and Blinkit (quick commerce). Earth Rhythm raised $1.2M in seed funding from Anicut Angel Fund in July 2021 and an $8M Series A led by Nykaa in April 2022. Nykaa subsequently increased its stake, with the board approving an additional 24.17% acquisition for up to ₹9.4 crore in May 2026, completing full ownership by FY26. The brand reported 4x revenue growth in May 2021 prior to its seed round. The founder and CEO is Harini Sivakumar, a cosmetic chemist by training.

Name

Earth Rhythm

Legal name

Earth Rhythm Pvt. Ltd

Website

https://earthrhythm.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Earth Rhythm is a Gurugram-based D2C clean beauty brand founded in 2020, selling 131+ certified eco-friendly personal care products across skincare, haircare, body care, sun protection, and makeup to Indian health-conscious consumers via its own website, mobile apps, and major marketplaces.

Ownership category

akta.pro rank

Product category

Clean Beauty & Personal Care

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

akta.pro secondary industries

Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD), Body Sprays & Mists (CRABADAC)

Keywords

• Clean beauty products
• Personal care brand
• Skincare and haircare
• Natural cosmetic formulations
• Sunscreen sun protection

Headquarters

HQ city

Gurugram

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Technology or R&D, Operations, Personnel, Infrastructure

Revenue model

1. D2C E-commerce Product Sales: Earth Rhythm generates revenue primarily through direct-to-consumer sales of clean beauty and personal care products via its own e-commerce website and mobile app. The brand sells a wide range of products across face care, hair care, body care, makeup, and sun protection categories with tiered pricing and bundle offers.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Earth Rhythm is a direct-to-consumer personal care brand that formulates and sells clean, dermatologist-tested skincare, haircare, body care, makeup, and sun protection products. The product portfolio spans face moisturizers, serums, masks, cleansers, shampoo bars, conditioners, butter cream soaps, body lotions, lip care, foundations, and a full sunscreen range (sprays, sticks, creams, serums). Products are sold through the brand's own e-commerce website and mobile app, as well as through major Indian marketplaces including Nykaa, Amazon, Flipkart, Myntra, and Blinkit.

Product overview

Earth Rhythm is a Gurugram-based D2C clean beauty brand offering eco-friendly, scientifically-backed personal care products. The product portfolio spans six core categories: Face Care (moisturizers, serums, gels, cleansers, masks, face washes), Hair Care (shampoo bars, conditioners, serums), Bath & Body (butter creams, body lotions, hand creams, deodorants, body scrubs), Sun Protection (sprays, sticks, creams, serums with SPF), Makeup (lips, face, eyes, accessories), and Facial Oils. The company positions itself on clean, kind, and effective formulations with dermatological testing, cruelty-free certification, and plastic-neutral packaging. Products are available direct-to-consumer via their Shopify e-commerce platform and through major marketplaces including Nykaa, Amazon, Flipkart, Myntra, and Blinkit.

Differentiator

Problem solved

Functional benefit

Products and services

• Face Moisturizers Hydrating face creams and moisturizers for all skin types, including retinol night creams, ceramide moisturizers, and SPF-infused options, targeting Indian consumers seeking clean daily moisturization.
• Face Serums Concentrated skincare serums targeting specific concerns with niacinamide, hyaluronic acid, retinol, alpha arbutin, and vitamin C formulations for Indian consumers.
• Face Gels Lightweight water-based face gels for hydration, including aloe vera gel, snail mucin overnight gels, and blemish control formulations.
• Cleansing Balms Makeup-removing cleansing balms including bamboo charcoal and hemp seed oil formulations for deep cleansing.
• Face Masks Detoxifying and brightening face masks including matcha green tea clay masks with glutathione for oily and dull skin types.
• Face Washes Facial cleansers including oil control face wash with salicylic and succinic acid for acne-prone and oily skin.
• Shampoo Bars Solid eco-friendly shampoo bars including options with shikakai, reeta, amla, curry leaf, biotin, niacinamide, and anti-dandruff formulations.
• Hair Conditioners Solid conditioner bars and liquid hair conditioners with argan oil, black castor oil, tamanu, kukui nut, and camellia oil for various hair types.
• Hair Serums Hair growth and styling serums including formulations with redensyl, anagain, procapil, and onion biotin variants.
• Butter Cream Soaps PH-balanced whipped butter cream soaps with 48-hour moisture, available in variants like berry smoothie, vanilla cream, and sweet pea.
• Body Lotions Body moisturizers and lotions including phyto ceramide, exfoliating, olive & aloe vera, and milk & honey body butter formulations.
• Hand Creams Hand moisturizers in variants including cotton crisp, floral garden, and cooling aloe for soft and hydrated hands.
• Deodorants Underarm roll-on deodorants including odour absorbing formulas with zinc ricinoleic acid and exfoliating variants with shikimic acid and fruit-based AHAs.
• Body Scrubs Exfoliating body scrubs including almond milk & crushed almonds formulation for removing grime and nourishing skin.
• Sunscreen Sprays Spray-format sunscreens with SPF 50 including glow surge (vitamin C & E) and aqua surge variants with 12-hour hydration.
• Sunscreen Sticks Portable sunscreen sticks with SPF 50-60 including glow surge, aqua surge, and daily dew cooling variants with broad-spectrum UVA & UVB protection.
• Sunscreen Creams Cream-format sunscreens including phyto shield matte mineral SPF 50 with no white cast and hybrid formulations.
• Sunscreen Serums Gel-based invisible sunscreen serums with SPF 50 and advanced UV filters for oily and glowing skin.
• Lip and Cheek Tints Multi-use tints for lips and cheeks including silk set go 3-in-1 tint, tender tint with 10-hour stay, and pH-activated glass tint variants.
• Lip Balms Lip care balms including SPF 50 honey lip balm with propolis, peptides & kojic acid and fabulips pH adaptive formulations.
• Foundations Matte finish foundations with SPF 30 PA++++ and water-based non-clog formulas available in multiple shades.
• Strobe Creams Illuminating strobe creams with SPF 50 providing instant 3x radiance with 12-hour hydration.
• Eye Makeup Eye makeup products including lash & brow growth serum and kajal pencils.
• Facial Oils Cold-pressed facial oils including centella asiatica, tamanu, rosehip, passion fruit, brazilian nut, and kukui nut formulations for various skin concerns.
• Makeup Accessories Makeup tools including triangle makeup puffs, circle and square makeup puffs, beauty blenders, and reusable cleansing pads.

Quantifiable outcome

• 4x revenue growth achieved in May 2021
• +3 more outcomes

Named customers5 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core and minor.

• rePurpose GlobalcoreStrategic or Co-development PartnerEarth Rhythm is certified Plastic Neutral in partnership with rePurpose Global. This partnership enables Earth Rhythm to remove as much plastic from the environment as it uses in its packaging, supporting the brand's environmental sustainability positioning. The certification is a key differentiator in the clean beauty market.
• PETA (People for the Ethical Treatment of Animals)minorStrategic or Co-development PartnerEarth Rhythm is certified by PETA as a 100% Cruelty-Free brand, with the PETA certification serving as a third-party validation of the brand's commitment to no animal testing at any stage of product development or manufacturing.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mamaearth (Honasa Consumer): Honasa Consumer's flagship brand Mamaearth is India's leading clean/natural D2C personal care brand offering skincare, haircare, baby care, and beauty products with toxin-free positioning — a direct competitor to Earth Rhythm across overlapping categories and the same Indian consumer segment.
• Plum (Plumton E-Ventures): Plum is a vegan, cruelty-free Indian beauty and personal care brand offering skincare, haircare, body care, and makeup with '100% vegan' positioning — directly comparable to Earth Rhythm on clean beauty positioning, D2C-plus-marketplace distribution, and target audience.
• WOW Skin Science: WOW Skin Science is one of India's largest D2C personal care brands with a broad portfolio spanning face care, hair care, body care, and beauty supplements — a direct competitor to Earth Rhythm on price points, channel mix (D2C plus marketplaces), and product breadth.
• Minimalist: Minimalist is an Indian D2C skincare brand focused on active-ingredient formulations (retinol, niacinamide, vitamin C, AHAs) with dermatologist-backed positioning — directly comparable to Earth Rhythm on the science-backed, clean formulation narrative targeting Indian consumers.
• Juicy Chemistry: Juicy Chemistry is an Indian certified-organic, cruelty-free skincare brand emphasizing raw, cold-pressed formulations — a direct peer on the organic, clean, and eco-conscious positioning that overlaps heavily with Earth Rhythm's value proposition.
• Dot & Key: Dot & Key is an Indian D2C skincare and beauty brand offering face care, body care, and makeup with ingredient-led positioning (vitamin C, retinol, hyaluronic acid) — directly comparable to Earth Rhythm on product range, target consumer, and D2C-plus-marketplace GTM motion.
• mCaffeine: mCaffeine is a caffeinated personal care D2C brand covering skincare, haircare, and body care with a distinctive caffeine-based ingredient narrative — directly comparable to Earth Rhythm on D2C-led beauty in India, digital-first GTM, and clean-beauty category overlap.
• The Derma Co (Mosaic Wellness): The Derma Co is Mosaic Wellness's dermatologist-formulated D2C skincare brand targeting active-ingredient users in India — a direct competitor to Earth Rhythm on clinically positioned skincare, price band, and digital-first consumer acquisition.

Emerging players

• Pilgrim: Pilgrim is a newer Indian D2C beauty and personal care brand focused on Korean-inspired formulations across skincare, haircare, and body care — overlapping with Earth Rhythm on clean beauty positioning and target consumer, though with a more concentrated portfolio and shorter operating history.
• Chemist at Play: Chemist at Play is an Indian D2C active-ingredient skincare brand offering serums, cleansers, and treatments with dermatologist-led formulations — partially comparable to Earth Rhythm on the science-backed clean beauty narrative, though narrower in category scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/theearthrhythm
• Facebookfacebook.com/theearthrhythm
• LinkedInlinkedin.com/company/earth-rhythm

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds4 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Earth Rhythm