Gurugram-based personal care startup Earth Rhythm has raised $1.2 million in seed funding from Anicut Angel Fund, the equity arm of Anicut Capital. The company said that the seed funding will help it to strengthen its efforts in R&D, product development, clinical trials, marketing, and team expansion.
Founded in 2019 by a Father-Daughter Duo, Harini and Sivakumar, startup offers products in skincare, haircare, body & bath and makeup categories. The company claims to have recorded growth in revenue in May 2021 with a 4X jump as compared to last year. Being a digitally native brand, the majority of revenues (75%) comes directly from the D2C website. The company also partners with third-party websites like Nykaa, Amazon, and others, which contributes up to 25% of the company’s revenue.
Harini Sivakumar, Founder & 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.
“We are privileged and delighted to partner with Harini, Sivakumar, and the entire Earth Rhythm team as they march ahead in their mission to re-imagine the cosmetic market for Indians. 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”, said Ashvin Chadha, Co-founder, Anicut Angel Fund.