- Major focus on line expansion of Beauty and Bath & Body category for this year
- Also planning to go retail in full steam and targeting to open 100+ kiosks PAN India
- Going global with penetration into the Middle East and US market
New Delhi, June 6, 2022
Earth Rhythm – India’s leading smart and safe skincare brand drawn on the principles of Efficacy, Inclusivity, and Sustainability is on a growth spree. The brand has grown by over 500% between FY ending 21 and 22 and is targeting a 150 crore ARR for FY 2022 – 23. The brand has also witnessed exponential growth on the customer acquisition side. For comparison, the number of customers for FY’22 increased by 533% vs. FY’21. In addition, the brand saw a 500% increase in orders per month, along with a 3x increase in website visits.
Launched in 2019, Earth Rhythm is an environmentally conscious and sustainable home-grown brand that offers professional-grade products in hair care, skincare, and makeup lines. Earth Rhythm is certified by ECOCERT, one of the world’s largest certifying bodies. The products are safe, non-toxic, sustainable, and biodegradable. The brand hosts more than 160 SKUs and these products are available on their site and also with third-party websites like Nykaa, Amazon, etc. The digitally native brand targets the skintellectual people (people who are aware of what they are putting on their skin and also know active based ingredients in their skincare routine) in the age group of 18 – 40.
For the year ahead, the brand’s primary focus will be line expansion of the Beauty and Bath & Body category. Earth Rhythm plans to venture into retail and is targeting to open 100+ kiosks PAN India along with exploring global markets i.e. Middle East and US markets.
On the growth & plans Harini Sivakumar, Founder, and CEO & Cosmetic Chemist said, “Our strategy is to keep building on the success and the momentum that we have now. Our revenues are in a good spot now and the addition of some exciting talent to the team recently should take care of our near-term priorities. In the long run, we will continue to innovate and invest in product launches as we believe that our products are the biggest moat in our business. In addition to that, tech and finding efficiencies to be a profitable brand will be our key internal priorities.”
Earth Rhythm’s current employee strength is 100+ and has been investing in the right talent. Recently recruited VP Growth and VP Marketing to strengthen the system further. The brand has raised more than $9.2M in capital and is backed by prominent investors, including Nykaa and Anicut Angel Fund (the equity arm of Anicut Capital).
