FSN E-Commerce Ventures Limited, the parent company of beauty and fashion store Nykaa, has acquired its majority stake in Earth Rhythm, a clean beauty and personal care brand.

The business that purchased 18.51% of Earth Rhythm Pvt Ltd in 2022 announced in August that its board has accepted a bid to acquire a controlling interest. FSN E-Commerce stated in an exchange filing Tuesday that it received approval to purchase both new shares and those held by existing owners, as well as to make Earth Rhythm its subsidiary.

Earth Rhythm, formerly known as Soapworks India, was founded in 2015 by Harini Sivakumar, Sivakumar Varadarajan, and Arun Kumar. It is an internet-first brand that offers a range of organic beauty products, including skincare, haircare, and makeup. Its products include face masks, toners, hair oils, shampoos, conditioners, lipsticks, and lip balms.

According to Tracxn statistics, Earth Rhythm has raised $9.1 million to date, with investors including Anicut Capital. The corporation was last worth $28.8 million in 2022.

Nykaa has been actively extending its ownership of its portfolio brands. It recently bought an additional 39% share in skincare business Dot & Key Wellness for Rs265 crore.

This majority interest acquisition comes as Nykaa intensifies its quick commerce operations, focusing on a part of its inventory that includes fast-moving everyday stock-keeping units (SKUs), such as vital beauty products, with delivery times ranging from 30 minutes to three hours.

The company has also tested a 10-minute delivery service in Borivali, Mumbai, according to reports.