Nykaa announces its strategic investments in clean beauty, athleisure, and other categories.

• ByStartupStory     |    April 22, 2022

Nykaa, a publicly-traded beauty, and personal care company, says it has made significant investments in clean beauty, athleisure, and neutri-cosmetics companies. According to a stock exchange filing, the business paid Rs 41.65 crore for 18.51 percent of Earth Rhythm, clean beauty, and personal care cosmetics brand of Rs 3.6 crore for 60 percent of Nudge Wellness, a dietary supplement, and nutricosmetics products manufacturer.

KICA, an activewear athleisure brand, was also purchased for Rs 4.51 crore, according to the business. According to the company’s papers, KICA will be placed under its Nykd fashion vertical.

Harini Sivakumar founded Earth Rhythm, formerly known as Soapworks India, in 2015. Sivakumar said,  “Along with Nykaa, we’re looking to develop new brands and products.”

Chemist at Play, Bare Anatomy, and SunScoop SPF are among the brands owned by Onesto Labs, which was founded by Rohit Chawla, Sifat Khurana, and Vimal Bhola in 2018. “Under Nudge Wellness Private Limited, the company will collaborate with D2C brand incubator Onesto Labs to launch a new category of nutraceuticals and wellness products. Onesto Labs is one of a spate of Nykaa’s recent partnerships with local D2C firms aimed at boosting the early-stage beauty and lifestyle ecosystem and establishing the next generation of brands specializing in sustainable and inclusive products, according to the company.

“This partnership with Onesto Labs is remarkable in that we are now entering the ‘edible beauty’ market as we reinvent what clean and green beauty and wellness could look like in the next years,” said Nykaa CEO Anchit Nayar.

Kica has been acquired by Nykaa Fashion, the firm’s fashion vertical. Kica is an activewear and athleisure brand founded by Aneesha Labroo in 2017. With a strong purpose to enable women to lead an active lifestyle, Kica is a brand that brings equal enthusiasm to product and community both. Nykaa Fashion now houses Kica, as well as other consumer brands like as Nykd, Pipa Bella, Twenty Dresses, RSVP, Gajra Gang, IYKYK, and Likha.

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