D2C Brand Earth Rhythm Raises $1.2M Seed Funding From Anicut Angel Fund

• ByStartupStory     |    July 7, 2021

Earth Rhythm, Gurugram-based clean beauty personal care D2C brand has got $1.2 million seed funding from Anicut Angel Fund, the equity arm of Anicut Capital. The seed funding will allow the company to strengthen its efforts in R&D, and for clinical trials, marketing, product development, and team expansion. The startup was established by Harini and her father, Sivakumar, in 2019. Speaking about the funding, Harini Sivakumar, Founder and CEO at Earth Rhythm, said, “We are thrilled to see the confidence of our early investors reinforced during this round. In the long term, Earth Rhythm envisions helping Indians who are curious and want to understand more about their skin so they can make the right decisions. Not just now, but for its ever-changing needs.

Earth Rhythm offers professional-grade products in haircare, skincare, and makeup lines. The products are safe, non-toxic, sustainable, and biodegradable. Earth Rhythm has witnessed an exponential growth in revenue in May 2021 with a 4X jump as compared to last year. As a digitally native brand, the majority of revenues (75 percent) come directly from the website only. The company collaborates with third-party websites like Amazon, Nykaa, flipkart and others, which contributes up to 25 percent of the company’s revenue.

The D2C startup aims to be India’s first homegrown brand that invests in science and independent clinical trials, Earth Rhythm is Ecocert Certified (by one of the largest certification bodies in the world). Ashvin Chadha, Co-founder, Anicut Angel Fund said, “We have been extremely impressed by Earth Rhythm’s product innovations, growth trajectory and customer love – all early signs that Earth Rhythm is destined to become India’s first homegrown brand that invests in science and independent clinical trials for ecological balance”.

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