Good Glamm Group Adds D2C Brand The Moms Co. To Its Portfolio

Mumbai-based content commerce platform Good Glamm Group has acquired D2C mom and baby brand The Moms Co. to further strengthen its growth across South Asia.

With this acquisition, The Moms Co. aims to grow to INR 500 Cr revenue run rate in the next two years. This is the third acquisition made by the group to strengthen its content to commerce play.

In August, MyGlamm acquired Mumbai-based parenting platform BabyChakra and in 2020, it had acquired Delhi-based women-focussed digital media and ecommerce platform POPxo. 

Started four years back, the brand has catered to over 2 Mn customers across 20,000 pin codes in India. The startup focuses on producing safe natural formulations that are certified toxin-free and has over 45 SKUs in its portfolio across categories. Post the acquisition, The Moms Co. founders Malika and Mohit Sadani will work closely with Naiyya Saggi and Priyanka Gill, co-founders, Good Glamm Group to accelerate The Moms Co.’s presence in India and globally.

The brand plans to ramp up its retail presence from its 1,500 retail touchpoints today to over 20,000 from the group to drive adoption of its personal care and baby care ranges. 

Being a women-focused brand, The Moms Co. will have access to data-driven insights from the group’s content platforms into what millennial women and moms are looking for.

These will be integrated into its product development engine to accelerate the creation, launch and marketing of products across skin, hair, bath & body, and mother & baby personal care.

As part of the group, the brand will also be able to leverage the digital audience of over 100 Mn users across POPxo and BabyChakra, over 220,000 Plixxo influencers and BabyChakra’s 10,000 doctors network. 

Building A Digital House Of Brands

D2C beauty and personal care startup MyGlamm launched the Good Glamm Group in September 2021 in a bid to consolidate its position as a ‘Digital House of Brands’ powered by a content-to-commerce strategy.

This acquisition is the first by the company after MyGlamm announced the formation of Good Glamm Group that consolidated its position as a ‘Digital House of Brands’ powered by a content-to-commerce strategy and where it has earmarked an INR 750 Cr war-chest to make strategic investments in innovative beauty and personal care brands within the next 3 to 6 months. 

“As a group, we were inspired by the brand love and loyalty from Moms and women for The Moms Co. across our BabyChakra and POPxo platforms. We are very excited about the possibilities with this partnership, and look forward to working closely with the team to take the brand to millions of women across the country through our online and offline presence,” said Darpan Sanghvi, Group Founder & CEO, Good Glamm Group.

Founded in 2017 by Darpan Sanghvi, MyGlamm claims to offer 800+ cruelty-free and vegan beauty products in cosmetics, skincare, and personal care categories.

The group is backed by Accel, Amazon, Bessemer Venture Partners, Ascent Capital, Accel, Shraddha Kapoor, Trifecta Capital, Stride Ventures, Tano Capital LLC, The Mankekar family, L’Occitane, and Wipro Consumer.

In July this year, it closed a Series C funding round at INR 530 Cr ($71 Mn), with investments from Accel and its existing investors. 

Last week, the D2C startup topped up its Series C fundraise with an INR 255 Cr infusion led by an equity investment from the Trifecta Leaders Fund and structured financing from Trifecta Capital and Stride Ventures. 

MyGlamm competes with Mamaearth, Nykaa, WOW Skin, Plum, and SUGAR Cosmetics in the D2C beauty and personal care segment.