Content-to-Commerce: THE NEW MANTRA

THE GOOD GLAMM GROUP BECAME THE FIRST BEAUTY UNICORN IN SOUTH ASIA IN NOVEMBER 2021. IT ACQUIRED 10 COMPANIES AND RAISED $250 MILLION IN 2021, WITH AN EYE TO LAUNCH AN IPO BY MID-2024. CURRENTLY, 65 PERCENT OF ITS REVENUE IS GENERATED FROM TIER II AND III CITIES, WHILE THE REMAINING IS CONTRIBUTED BY THE TOP EIGHT CITIES OF INDIA.

- VAISHNAVI GUPTA

The Good Glamm Group has three distinct core businesses including Good Brands Co, which focuses on beauty and personal care brands like MyGlamm, St Botanica, The Moms Co., Organic Harvest, and Sirona; The Good Glamm Group comprises India’s leading digital media platforms like POPxo, ScoopWhoop, Baby Chakra and MissMalini; and Good Creator Co is the influencer platform that enables its content creators to make money.

The Humble Beginning

The journey of Darpan Sanghvi, Group Founder & CEO, The Good Glamm Group, started with the launch of MyGlamm, the Direct-toConsumer (D2C) make-up brand. Similarly, the journey of Priyanka Gill, Co-Founder, The Good Glamm Group began with POPxo, the largest content platform for women in India, and Naiyya Saggi, Co-Founder, The Good Glamm Group with BabyChakra, one of the top parenting platforms in India.

MyGlamm was launched in October 2017 and Sanghvi scaled the brand from October 2017 to December 2019. But in 2020, when Covid hit, he started to think about how to acquire customers digitally for a price that is affordable and how to bring the Customer Acquisition Cost (CAC) down. Hence, he embarked on the journey of Content-toCommerce by partnering with POPxo and BabyChakra.