Newly launched foundation and lip colours are based on the “Skincare in Makeup” concept

With the aim to strengthen its presence in the clean makeup category in the Indian beauty market, clean beauty brand Earth Rhythm has launched its range of foundation and lip colours. Branded as Matte Set Go Hydrating Face Foundation, the range has 14 shades to match every Indian skin – one of the widest selection of shades for a start-up, clean beauty brand. The lip colours are called Airy Weary Lip Mousse that have 13 colour variants.

The foundation and the lip colour have been priced at Rs 695 and Rs 615 respectively. Through these two ranges Earth Rhythm is selling the concept “Skincare in Makeup” – one of the key demands of the clean beauty consumers. Talking about the launch of the products, Harini Sivakumar, CEO and Founder at Earth Rhythm said, “Our carefully curated line of face foundation and lip mousse products caters to the changing needs of consumers who are constantly on the lookout for cosmetics that not only improve their appearance but also maintain healthy skin. We are hopeful that just as our skincare line, our beauty range will likewise be largely embraced by the consumers.”

Earth Rhythm’s expansion in the makeup category is in line with its brand’s ethos of creating safe, clean beauty care products. So, naturally the newly launched, clean makeup products have also been formulated using essential ingredients that protect and nourish the skin. “At Earth Rhythm, it’s our continuous endeavour to prioritize skin health while using any skincare or beauty products. We firmly think that skincare should be hygienic and clinically successful and that caring for one’s skin should extend beyond the usage of pre- and post-makeup products,” added Harini.

The new beauty products by Earth Rhythm are available both online and offline. Since expanding its offline presence, Earth Rhythm has been focussing on becoming more accessible to consumers through kiosks and stores, besides being present on all popular online storefronts. According to Harini, there’s more in the pipeline in the clean makeup range – the brand will expand further with its strpbe cream as well.