Sirona Founders Reacquire The Feminine Hygiene Brand From Good Glamm

Sirona cofounders Deep Bajaj and Mohit Bajaj have bought back the feminine hygiene brand from The Good Glamm Group.

This comes a day after Inc42 reported that the cofounders were in final discussions to buy back Sirona. The buyback will be primarily financed through the founders’ personal capital and includes the repayment of debts incurred during Sirona’s time under Good Glamm’s ownership.

“We have officially bought back Sirona. We still have more to contribute to the feminine hygiene space. And this time, we return with the same passion, a bit more wisdom, and an even bigger vision to create a meaningful impact,” Deep said in a LinkedIn post.

He further added that their goal was never merely to sell, profit, and move on. 

“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.”

Founded in 2014, Sirona specialises in feminine hygiene products and aims to address unspoken and underserved hygiene needs. It started with PeeBuddy, a portable urination device, and expanded to a range of innovative products, including menstrual cups, intimate washes, period pain relief patches, biodegradable sanitary pads, and menstrual cup kits. The brand stands out for its commitment to solving real hygiene challenges with thoughtful, eco-friendly solutions.

Mumbai-based Good Glamm Group acquired Sirona in October 2024 for INR 450 Cr. However, since then, Sirona’s sales have dropped to just one-eighth of its peak monthly run rate of INR 12 Cr, leaving vendors and the Sirona team uncertain amid a shortage of fresh funding.

Over the past year, The Good Glamm Group has faced multiple challenges despite its ambitious claims of profitability, IPO plans, and global expansion. However, the reality has not matched its optimistic projections. The company has received default notices from IAN and the founders of Sirona and The Moms Co., witnessed the exit of Good Brands Co. CEO Sukhleen Aneja, put several brands up for sale, and conducted multiple rounds of layoffs.

In January, the company reportedly delayed salary payments due to a funding crunch, affecting a section of its employees. While it cleared salaries for 85% of its workforce, higher-earning employees received only partial payments, with the remainder promised by the end of the month. By October, reports suggested the company had put at least three of its brands up for sale to stay afloat. 

Founded in its current form in September 2021 through the merger of MyGlamm, POPxo, and BabyChakra, the unicorn has since acquired nearly a dozen brands, including ScoopWhoop, Organic Harvest, and Sirona. The company specialises in producing and selling personal care and cosmetic products, leveraging a content-to-commerce approach.