SUMMARY
Clean beauty startup Earth Rhythm offers chemical-free and cruelty-free beauty and personal care products to its consumers
The Origin Story
Long before she created a non-toxic skincare line, Harini Sivakumar struggled to find safe but effective skincare products for her son with special needs. She also noticed a significant gap between the options available in the market and what consumers prefer – high-quality ingredients and premium products without costing too much. After meticulous research, Sivakumar launched Earth Rhythm, which makes clean and effective skincare accessible to all.
The Differentiator
Backed by extensive research, Earth Rhythm has created a clean and cruelty-free collection approved by ECOCERT and PETA. All its products are made in-house, allowing it complete control over ingredients, formulations and production. More importantly, the D2C brand only uses ingredients that benefit the skin and support the integrity of its formulations. Besides, it constantly evaluates research and data around premium skincare and natural ingredients to bring transparency and value to its customers. The watchword here is green, as Earth Rhythm aims to send nothing to the landfill.
The Growth
Earth Rhythm has expanded its portfolio and added 20+ SKUs across its existing categories — face, hair, bath & body, sun protection, kits & combos, makeup and accessories. It is now running warehouses nationwide and selling via apps, ecommerce marketplaces and approximately 70 offline kiosks apart from its website, leading to a fast-growing customer base at home and abroad. The brand also saw a 50% YoY revenue growth in FY23.
What’s Next
There has been a deluge of clean beauty brands in the past few years. However, Sivakumar wants to carve a niche for Earth Rhythm, diversify its product line and enter global markets in a big way to provide everyone easy access to effective skincare minus harmful chemicals and questionable ingredients.
