Amazon Affiliate Marketing

Amazon-backed Good Glamm Group acquires 2 more startups, intends to invest ₹200 crore to boost influencer marketing

Amazon-backed Good Glamm Group acquires 2 more startups, intends to invest ₹200 crore to boost influencer marketing
Written by publishing team

  • Good Glam Group She decided to take her home Impact on Marketing platforms under Good Creator Company Signboard.
  • The new entity includes Popxo’s plexoAnd Miss Maliniand Vidooly and Winkl, which run on revenue of INR 75 crore.
  • The Good Glamm Collection is the culmination of MyGlammand POPxo and BabyChakra.

The Good Glamm Group – the parent company of the direct-to-consumer beauty brand MyGlamm (D2C), Scoopoop And Popxo – has now decided to invest Rs 200 crore in its influencer management and marketing business, which will now include a new entity Good Creator Co.

The company already owns influential analytics platforms such as Popxo’s Plixxo and MissMalini.

It has now announced the acquisition of two more brands – influencer marketing platform Winkl and online video analytics platform Vidooly – to be key to its content-to-commerce strategy. The Good Glamm Group notes that Plixxo and Winkl have 250,000 influencers and reach more than 70 million users on a monthly basis.

Good Creator Co aims to earn Rs 250 crore by the end of this year

Good Creator Co will provide creators and influencers with access to branding campaigns, extensive monetization opportunities, affiliate and creator programs, popular talent management services and more through the app.

The newest entity currently has a revenue run rate of Rs 75 crore and is targeting a revenue run rate of Rs 250 crore by December 2022.

Darban Sangvi, CEO and Founder of MyGlamm, believes that having a content business like this would help the direct-to-consumer brands under the banner of “The Good Glamm Group” reach more customers as well as have a well-established marketing mechanism.

Good Glamm Group became a unicorn in two months

The Good Glamm Group – which came into existence only in September 2021 – is the culmination of three brands MyGlamm, POPxo and the online startup BabyChakra. The parent entity is also led by the founders of these three companies – Darshan Sangvi, Priyanka Gill (Bobexo) and Naya Saji (Baby Chakra).

Under the Good Glamm Group umbrella are beauty and personal care brands – MyGlamm, The Moms Co, St. Botanica and Sirona as well as content platforms such as POPxo, Scoopwhoop and BabyChakra.

The company was valued at $1 billion in November 2021, when it raised $150 million in funding in its fourth round.

The Series D round was led by investors Prosus Ventures (Naspers) and Warburg Pincus along with participating Alteria Capital. Existing investors such as L’Occitane and Bessemer Venture Partners, AmazonAlso on the tour were Ascent Capital and Mankekar Family Office.

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