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How the Good Glamm group is fashioning a content-to-commerce conglomerate

The Good Glamm group, South Asia's first beauty unicorn has grown exponentially through its one-of-a-kind business model which is way ahead of its times. In its eventful journey, the outfit harnessed a wide assortment of products on Meta platforms like Facebook and Instagram to enhance reach through scalable and personalised ad campaigns. And it is only getting started.

July 28, 2022 / 03:40 PM IST

Few businesses have grown at a scorching pace in the direct-to-consumer (DTC) beauty brand segment. Fewer still have gone on an acquisition spree and convinced venture capitalists to invest staggering sums in a short time. The Good Glamm Group has managed just that. Last year it acquired 11 companies and raised $250 million with ambitions to grow internationally. In November last year it became the first beauty unicorn of South Asia.

In a nutshell, Darpan Sanghvi, a Group Founder & CEO describes his outfit as one that is built around “harnessing the power of content and creators to drive commerce”.

The group’s three core business units include Good Brands Co, which focuses on acquiring new customers for its DTC 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 & MissMalini increasing its digital reach and Good Creator Co is the influencer platform that enables its content creators to make money and helps brands create campaigns with measurable ROI.

Armed with these three engines of growth, The Good Glamm Group had to figure out a way to drive its message to both -  its influencers and consumers. That’s where Meta platforms like Facebook and Instagram came in.

“We have grown and scaled largely because of our content-to-commerce approach which we applied on Meta platforms as well.”, says Priyanka Gill, co-founder of The Good Glamm Group. It has over 88 million users, mostly women, across Facebook, Instagram and other Meta platforms. This adds up to over 1.5 billion monthly impressions. The Good Creator Co. has a network of 1.5million influencers who work closely with various brands.

Naiyya Saggi, the third co-founder joined the team after her startup, BabyChakra became part of The Good Glamm Group says “We also have used Meta’s Group functions and developer tools which extensively build highly engaged communities for more than 200,000 women”.

The Good Glamm Group’s personalised targeted campaigns on all its digital media platforms have “resulted in an unprecedented scale”, adds Sanghvi. Reels, stories, live interactions and other content formats on platforms like Instagrams make it both easy and entertaining for both the content creators and consumers. Small wonder that the company’s cumulative reach across all its creative content gets over 3.5 billion monthly  impressions.

Over the years, to further its cause, The Good Glamm Group has forged lasting partnerships with content creators, influencers, founders and platforms like Meta to reach its target audience.

And the conglomerate is only getting warmed up: It has set aside an investment of Rs.100 crore for its overseas operations and has set itself an international revenue target of around Rs.1,100 crore over the next three years. With super-sized ambitions, the Good Glamm Group is primed for future growth at an exciting pace.

What next?  “We need to turn cash positive before we go for an IPO. But it is definitely the next big thing for us.” Says Group Founder & CEO, Darpan Sanghvi.
Moneycontrol journalists were not involved in the creation of the article
first published: Jul 28, 2022 03:40 pm
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