Sirona founders buy back feminine hygiene brand from Good Glamm Group

Founded in 2015, Sirona provides innovative feminine hygiene products, including PeeBuddy (a stand-and-pee device), herbal period pain patches, menstrual cups, period stain removers, anti-chafing creams, and sanitary disposal bags.

The founders of feminine hygiene brand Sirona, Deep and Mohit Bajaj, have repurchased their company from content-to-commerce unicorn The Good Glam Group for an undisclosed amount.

Moneycontrol was the first to report that The Good Glamm Group was scouting potential buyers for Sirona. The Warburg Pincus-backed firm had, in October, put three of its companies, including Sirona, up for sale as the cash-strapped startup attempted to raise capital to keep operations afloat.

“We have officially bought back Sirona. We still have more to contribute to the feminine hygiene space…The goal was never just to sell, make money, and move on. From day one, the vision was to scale Sirona and take it global,” Deep Bajaj said in a post on LinkedIn.

In October last year, Good Glamm had fully acquired Sirona for Rs 450 crore in an all-cash deal. The buyback will reportedly be funded by the personal capital of Deep and Mohit Bajaj.

“For two years, we nurtured the brand with Good Glamm before stepping away. We had a good run together, with its highs and lows. But with Good Glamm’s changing priorities, we felt the best way forward was to reclaim the brand and lead its next phase of growth ourselves,” Deep added.

Founded in 2015, Sirona provides innovative feminine hygiene products, including PeeBuddy (a stand-and-pee device), herbal period pain patches, menstrual cups, period stain removers, anti-chafing creams, and sanitary disposal bags.

The buy back of Sirona also comes less than a month after The Good Glamm Group saw a spate of investors step down from its board.

The Good Glamm Group was founded in 2021. While the individual companies were started back in 2015, The Good Glamm Group came together under CEO Darpan Sanghvi, who founded D2C startup Myglamm in 2017. Other co-founders are Priyanka Gill, who founded digital media platform POPxo in 2013 and Naiyya Saggi, who founded online parenting startup BabyChakra in 2015.

The three brands came together and rebranded as The Good Glamm group in September 2021. Since then, the group has acquired a dozen brands, including ScoopWhoop, St. Botanica and several others.

The company has raised around $400 million in nine years from marquee investors like Amazon, Accel, Bessemer Venture Partners, Prosus Ventures, Warburg Pincus and several others who valued the company at $1.26 billion.

While the Good Glamm Group had set its sights on an IPO in FY25, the journey has been challenging for the company.

From layoffs and exits at the top deck to legal tussles and founders leaving, the company has seen it all in the recent months including vendor payments piling up.

While the Good Glamm Group had set its sights on an IPO in FY25, the journey has been challenging for the company. From layoffs and exits at the top deck to legal tussles and founders leaving, the company has seen it all in the recent months including vendor payments piling up.