Mumbai: Nykaa, the listed beauty and personal care company, said it has made strategic investments in brands across categories such as clean beauty, athleisure and neutri-cosmetics. In a stock exchange filing, the company said it has acquired 18.51% of Earth Rhythm, a clean beauty and personal care cosmetics brand, for Rs 41.65 crore, and 60% of Nudge Wellness, dietary supplement and nutricosmetics products maker, for Rs 3.6 crore.

The company said it has also acquired KICA, an activewear athleisure brand for Rs 4.51 crore. KICA will be housed under its fashion vertical Nykd, the company said in its filings.

Earth Rhythm, formerly known as Soapworks India, was launched in 2015 by Harini Sivakumar. “We are looking at developing more brands and products along with Nykaa,” Sivakumar said.

“The company will partner with D2C brand incubator Onesto Labs to create a new category of nutraceuticals and wellness products under Nudge Wellness Private Limited. This partnership with Onesto Labs is one among a slew of Nykaa’s recent partnerships with homegrown D2C brands, aimed at bolstering the early-stage beauty and lifestyle

ecosystem and building the next generation of brands specialising in sustainable and inclusive products,” the company said.

Onesto Labs, founded by Rohit Chawla, Sifat Khurana, and Vimal Bhola in 2018, owns brands such as Chemist at Play, Bare Anatomy, and SunScoop SPF.

“This partnership with Onesto Labs is one of its kind because we are now entering the ‘edible beauty’ category as we reimagine what clean and green beauty and wellness could look like in the coming years,” said Anchit Nayar, CEO, ecommerce beauty, Nykaa.

“There has been a visible and conscious shift in consumer mindsets, with wellness taking centre stage, especially post-pandemic, towards health solutions that offer long-term payoffs. The combined advantages of Nykaa’s experience in creating meaningful brands and our passion for science-forward beauty solutions will translate into Nudge Wellness,” said Rohit Chawla, founder, Onesto Labs.

Nykaa Fashion, the firm’s fashion vertical, has acquired Kica. Founded by Aneesha Labroo in 2017, Kica offers active-wear and athleisure apparel. Adwaita Nayar, cofounder of Nykaa and CEO of Nykaa Fashion, said, “With a strong vision to empower women to lead an active lifestyle, Kica is a brand that brings equal passion to product and community both.”

“Kica has found strong synergies with Nykaa Fashion’s

positioning within the ecommerce landscape and its engagement with a wide network of customers around the country,” said Aneesha Labroo, founder, Kica.

Kica, along with other consumer brands such as Nykd, Pipa Bella, Twenty Dresses, RSVP, Gajra Gang, IYKYK, and Likha, is now housed under Nykaa Fashion.

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