Mumbai, 26 September, 2025: What if your everyday beauty staples could be just as safe as they are effective? Earth Rhythm from the House of Nykaa, is making that vision a reality! As a brand that has pioneered clean beauty in India, Earth Rhythm returns with fresh energy and a bold promise: beauty that’s Clean. Kind. Effective. Leading this new chapter are three game-changing launches – India’s very first Clean Deo, a Lip & Cheek Tint, and a Clean Lip Nectar Matte Liquid Lipstick. These aren’t just products; they’re a celebration of conscious, thoughtful beauty – designed with care for your skin, your health, and the planet.
Earth Rhythm: Leading India’s Clean Beauty Revolution
The clean beauty movement is no longer a niche trend – it’s becoming a defining shift in the way consumers approach skincare and makeup. A recent report* shows that India’s clean beauty market is projected to reach USD 690.4 million by 2030, more than doubling over the next five years. A Mintel study also shows nearly half of Indian consumers (47%) now prioritize natural, toxin-free products, reflecting a fundamental shift in purchasing behavior. Today’s beauty consumers are more informed than ever, seeking products that deliver both clean ingredient integrity and skin-safe innovation – offering exceptional results alongside genuine trust.
As India’s first homegrown clean beauty brand, Earth Rhythm has earned the trust and love of consumers with formulations that are safe, sustainable, and effective. Every product is dermatologically tested, cruelty-free, planet-conscious, and free from over 200 harmful toxins. This new chapter sets a higher standard for beauty – one that works harder for your skin while being gentler on the Earth.
Hero launches you can’t miss!
The Clean Deo
Earth Rhythm introduces India’s first clean deodorant in two breakthrough variants – Hydrating and De-Tan. Beyond being aluminium-free, paraben-free and mineral oil-free, these formulas are also 100% phthalate-free. Why does this matter? Phthalates, often found in synthetic fragrances, have long been linked to hormone disruption and even cancer risks. By eliminating them, Earth Rhythm ensures underarm care that’s not just fresher for longer (72-hour odour and sweat protection), but also genuinely safer for your body. It’s a true revolution in daily freshness – proof that clean can also be uncompromisingly effective.
The Lip & Cheek Tint
A beauty multitasker crafted for those who love fuss-free routines, Earth Rhythm’s Lip & Cheek Tint is as versatile as it is safe. Staying true to our commitment to conscious beauty, the Lip & Cheek tint is free from mineral-oils, paraben and synthetic fragrances. Powered by pure plant-based pigments, it delivers colour you can trust. Every application is infused with the goodness of grapeseed and pomegranate flower extracts, which hydrate and care while adding a natural flush. With its buildable, long-lasting payoff, this tint makes it effortless to add life to your lips, cheeks, or lids – anytime, anywhere.
Lip Nectar Matte Liquid Lipstick
Introducing Lip Nectar by Earth Rhythm – the first-ever clean beauty brand from the House of Nykaa. A cult beauty essential reimagined through Earth Rhythm’s clean lens, this liquid lipstick offers bold colour without compromise. Lip Nectar is free from mineral oils, silicones, sulphates, and parabens, making it a safe, effective, and nourishing choice for everyday use. Formulated without toxins and dermatologically tested for daily wear, it combines safety with statement. The formula is enriched with jojoba oil and antioxidants that soften and protect, making sure your lips feel as good as they look. With its intense, transfer-proof colour and comfortable matte finish, this is high-performance makeup that’s kind to both skin and planet.
Adwaita Nayar, Co-founder and Executive Director of Nykaa and CEO of House of Nykaa and Nykaa Fashion said, “At Earth Rhythm, we have our finger firmly on the pulse of the modern consumer – they want clean, effective, and responsible beauty. While the clean beauty movement is gaining momentum across the industry, we’ve been leading this shift from day one. Now, powered by Nykaa’s deep consumer insights, we’re excited to bring products that deliver real results without compromise, setting new benchmarks for what clean beauty means in India.”
Where to Shop:
Earth Rhythm’s most-loved clean beauty essentials are now just a click away on www.nykaa.com and www.earthrhythm.com – making it easier than ever to choose beauty that truly works. But this isn’t just about new launches; it’s a movement. A shift toward a new kind of beauty in India – one that performs with power, protects with purpose, and makes a genuine difference in your skin and the world around you.