Launched in 2019, Earth Rhythm is an environmentally conscious and sustainable home-grown brand. The first product Earth Rhythm built was shampoo bars, having the features of liquid shampoo in a bar form. Since then, the brand now has 160+ SKUs across 6 categories, including hair care, skincare, and makeup. The products are currently available on the brand’s site and also on third-party websites like Nykaa, Amazon, etc.
“We have seen a 400 percent increase in revenue YoY, and a 5x increase in orders per month, along with a 3x increase in website visits,” said Harini Sivakumar, Founder & CEO, Earth Rhythm, adding that the brand plans to achieve Rs 100 crore revenue with a valuation of Rs 500 crore by March 2023.
Earth Rhythm went for the D2C route because its consumers were looking for personalized and customized skincare products. And a less amount of investment is required in D2C to penetrate into the market.
“We were looking for a certain kind of TG typically we call them Skintellecutal consumers. In order to educate these consumers, we made them aware of the importance and functionality of ingredients. We also told them about our suppliers from where we source certain ingredients that created the experience of credibility in the consumer's mind. All of these are only possible if you are in a D2C environment,” Sivakumar stated.