Get All Access for $5/mo

From Earth To Bottle The opportunity size for the beauty and skincare industry right now stands at around $4.4 billion

By Shrabona Ghosh

Opinions expressed by Entrepreneur contributors are their own.

You're reading Entrepreneur India, an international franchise of Entrepreneur Media.

Company handout
Harini Sivakumar, founder & CEO at Earth Rhythm

What started as a pet project later turned into a full fledged business for Harini Sivakumar, cosmetic chemist, founder and CEO at Earth Rhythm. "The major trigger to start a soap-making product was due to a specific skin condition of my older child, it's fair to say that it was just a pet project, back in the day. It was only after doing that for a year or two, the whole thought of doing this consistently sunk in and that's when I had to elevate my thinking to see how that can be converted into a regular/mainstream business," said Harini Sivakumar.

"The brand started getting some good, nice recognition from my friends and the family community. We slowly started expanding the product portfolio and then added more people to our core team."

The opportunity size for the beauty and skincare industry right now stands at around $4.4 billion. Establishing Earth Rythm as a D2C brand, had its own set of challenges. The brand has an in-house manufacturing. "One of the biggest decisions that I took when we started the brand was to decide whether we wanted to manufacture in-house or go through a third party manufacturing route. I had completed a course on cosmetic science & advanced formulations and hence we decided to keep the manufacturing in-house. This decision is still a good one but as you can imagine, this means one must plan demand forecasting, procuring raw materials, working on the formulations, R&D on new products, logistics and delivery, among others. We also end up doing additional certifications to maintain a global standard and hence we go through "ECOCERT', "FDA' and related approval mechanisms."

Between FY ending 21 and 22, the brand has grown by over 500 per cent and its spending in marketing has gone up by almost two times. The company is looking forward to a five times jump and targeting INR 185 crore ARR for FY 2022 -23. " Our major focus on expansion would be towards beauty and bath for this year. We are also planning to go offline in full steam and targeting to open 100 -plus kiosks PAN India."


  • Best seller: Murumuru shampoo bar, Hybrid Sun Fluids, Lip and Cheek Tints
  • Total SKUs: 162
  • Team size: 100+
  • Repeat customer ratio: 49%
  • Online platform resulting in maximum revenue: 70%
  • Turnover for FY 2021-22: 500% jump
  • Split between offline and online sales: 100% onine
Shrabona Ghosh


A journalist with a cosmopolitan mindset. I lead a project called 'Corporate Innovations' wherein I cover corporates across verticals and try to tell stories on innovations. Apart from this, I write industry pieces on FMCGs, auto, aviation, 5G and defense. 

ChatGPT is Becoming More Human-Like. Here's How The Tool is Getting Smarter at Replicating Your Voice, Brand and Personality.

AI can be instrumental in building your brand and boosting awareness, but the right approach is critical. A custom GPT delivers tailored collateral based on your ethos, personality and unique positioning factors.

Business News

Is the AI Industry Consolidating? Hugging Face CEO Says More AI Entrepreneurs Are Looking to Be Acquired

Clément Delangue, the CEO of Hugging Face, a $4.5 billion startup, says he gets at least 10 acquisition requests a week and it's "increased quite a lot."

Growth Strategies

Learn business by doing business across the Globe: The next revolution in Entrepreneurship

As the startup ecosystem sees an influx of new entrepreneurs, the question arises: Is our current business education sufficiently equipping students for the entrepreneurial challenges they will face?

Business News

You Can Now Apply to Renew Your U.S. Passport Online — But There's a Catch

The U.S. State Department officially launched the beta program this week.

Business News

Sony Pictures Entertainment Purchases Struggling, Cult-Favorite Movie Theater Chain

Alamo Drafthouse originally emerged from bankruptcy in June 2021.

Business News

Apple Reportedly Isn't Paying OpenAI to Use ChatGPT in iPhones

The next big iPhone update brings ChatGPT directly to Apple devices.