All-Natural Beauty Brand Earth Rhythm Banks On Transparency To Drive Sales

Earth Rhythm’s skincare range serves an audience passionate about the chemical-free, natural goodness

Homemaker Harini Sivakumar struggled to find chemical-free skincare products for her baby son after the newborn developed a skin condition. Dissatisfied with her search, the new mom decided to create a line of natural and organic products that would be non-toxic and cruelty-free (not tested on animals). So, she formally studied everything about skincare formulations and acquired the necessary entrepreneurial skills to set up the D2C beauty brand Earth Rhythm.

The brand took baby steps with homemade, chemical-free soaps and body butters. It now offers more than 160 SKUs under several categories, including face and hair care, bath and body, lip and eye, makeup and men’s grooming. Among its certified and flagship products are Ultra Defence Sunscreen with SPF 50, clear skin serum, and murumuru and shikakai shampoo bars. In 2022, Earth Rhythm launched its mobile apps and opened 12 pop-up stores in New Delhi, Bengaluru, Mumbai, Chennai, Chandigarh, Raipur and Dehradun. Its products were also shipped to the UAE to gain traction across Middle East markets.

Sivakumar claims Earth Rhythm is the first homegrown brand that invests in independent clinical trials and R&D. All its formulations are developed in-house by trained chemists who use cited scientific research to ensure maximum efficacy. The products are also ECOCERT-certified (one of the largest certifying bodies for organic products) and PETA-approved. The brand’s focus on transparency and reliability is also meant to drive traction. “Our product labels include the ingredients that go into our formulations. We believe consumers must not be left in the dark,” the founder said.

It will also delve deeper into the makeup segment launched in 2022 with new product launches. By 2025, Earth Rhythm aims to increase its global footprint in more than 10 countries and earn an equal share of the revenue from online and offline channels.