VedaCorp advises Earth Rhythm, a leading internet first, clinically effective and technology-driven personal care brand on $8 Mn fundraise

Retail & Consumer Internet

DATE May, 2022

TYPE Private Equity

About

Earth Rhythm

Earth Rhythm, formerly known as Soapworks India, was launched in 2015, in a humble home-based set-up by Harini Sivakumar. Over the years, Earth Rhythm has evolved into a leading internet first, scientific and clinically effective beauty and personal care brand. The company currently has a portfolio of 160+ products across skincare, haircare, bath and body and makeup products.

Nykaa

Nykaa (FSN E-Commerce) was founded in 2012 by Indian entrepreneur Falguni Nayar. Nykaa has emerged as one of India’s leading lifestyle-focused consumer technologies platforms. Delivering a comprehensive Omnichannel e-commerce experience, Nykaa offers over 4,000 brands and over 3.1 million product SKUs through its website and mobile applications.

Anicut Capital

Anicut Capital is founded by experienced professionals who have spent credible years of their career in Commercial, Private & Investment Banking at senior levels. Anicut Capital currently manages an equity-based Angel Fund and two debt funds with a combined AUM of INR ~1,700 crores.

Background

We are pleased to announce that our client, Earth Rhythm Private Limited (“Earth Rhythm”), has raised $8Mn from Nykka (FSN E-Commerce) and Anicut Capital as a part of its Series A fundraise.

Earth Rhythm, headquartered in Gurugram, is an internet first, scientific and clinically effective beauty and personal care brand. It offers a complete range of technology-driven skincare, haircare, bath & body and makeup products.

Veda Corporate Advisors (“VedaCorp”) was the exclusive financial advisor to the Company and the Shareholders. This marks VedaCorp’s 17th transaction in the consumer & retail space and further strengthens our new age franchise by taking to market many internet first businesses.

“VedaCorp comprises hardcore, success-oriented professionals. Each team member exhibits deep commitment, focus and dedication towards the transaction. We are glad our deal was done through their expert advice and wish them all the success in the future.”

Harini Sivakumar

CEO & Sivakumar Varadarajan, COO – Earth Rhythm