How Content-to-Commerce Strategy is Beautifying the Future of The Good Glamm Group
How Content-to-Commerce Strategy is Beautifying the Future of The Good Glamm Group

The Good Glamm Group became the first beauty unicorn in South Asia in November last year. It acquired 10 companies and raised $250 million last year, with an eye to launch an IPO by mid-2024. The company grew from 600,000 customers in FY21 to four million customers in FY22. Currently, 65 percent of its revenue is generated from Tier II and III cities, while the remaining is contributed by the top eight cities of India.

The Good Glamm Group has three distinct core businesses including Good Brands Co, which focuses on 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 and MissMalini; and Good Creator Co is the influencer platform that enables its content creators to make money.

How did the Group’s Journey Begin?

The journey of Darpan Sanghvi, Group Founder & CEO, The Good Glamm Group, started with the launch of MyGlamm, the Direct-to-Consumer (D2C) make-up brand. Similarly, the journey of Priyanka Gill, Co-Founder, The Good Glamm Group began with POPxo, the largest content platform for women in India, and Naiyya Saggi, Co-Founder, The Good Glamm Group with BabyChakra, one of the top parenting platforms in India. The starting point was different for all of them. For instance, Gill’s starting point for the brand is a content platform that women trust while Sanghvi’s starting point is a makeup beauty brand that women trust, and for Saggi, it was a parenting platform that parents trust. However, all of them wanted to build a brand and they thought that Content-to-Commerce could be something interesting to crack.

MyGlamm was launched in October 2017 and Sanghvi scaled the brand from October 2017 to December 2019. But in 2020, when Covid hit, he started to think about how to acquire customers digitally for a price that is affordable and how to bring the Customer Acquisition Cost (CAC) down. Hence, he embarked on the journey of Content-to-Commerce by partnering with POPxo and BabyChakra.

“2021 was really the year where we went from a D2C brand to a digital FMCG conglomerate on the back of the 10 acquisitions we did in 2021,” Group’s Founder & CEO Sanghvi said.

Category Expansion

Sanghvi emphasized that to be a digital FMCG conglomerate in the beauty and personal care space, a company needs to make sure that it has scaled across all the important categories. Therefore, The Good Glamm Group has a make-up brand MyGlamm in its kitty. Also, to cater to the mother care and baby care segments, the brand has The Moms Co. and BabyChakra in its portfolio. It’s another brand St. Botanica caters to the hair care needs of the consumers. Furthermore, it has Organic Harvest, an organic products brand, and Sirona Hygiene, a femtech brand, under its portfolio.

Going forward, The Good Glamm Group plans to enter the hair color and men’s grooming categories.

Content-to-Commerce Strategy

Content-to-Commerce is the inception strategy for The Good Glamm Group. It started when POPxo and MyGlamm came together. This strategy worked out really well for MyGlamm as the brand was able to reduce its CAC significantly with POPxo. After seeing the results, the group started adopting the same strategy for its other brands and added other media and content platforms that exist in the country to its mix - ScoopWhoop, Baby Chakra, and MissMalini - for increasing its portfolio.

“We've been able to build a robust funnel where we can take the impressions that we generate from our content and creative platforms and direct them in some percentage to our brands and see a strong conversion. So, this is not just impressions being generated for impressions' sake, we are actually able to use these impressions and start generating revenue out of them. This is true content creator commerce at a scale that we are able to execute at The Good Glamm Group,” Gill asserted.

With the existing platforms, the brand drives 200 million monthly active users, which is half of India's social media population. 

Offline Market at Play

The Good Glamm Group has two separate divisions within the brands' business. The first is make-up which is led by MyGlamm, while the other is personal care, where comes St Botanica, The Moms Co, BabyChakra, and Sirona. Both of them tend to different types of offline distribution.

For instance, MyGlamm products' offline distribution is an assisted selling model, where consumers need a beauty advisor to tell them their foundation shade or which color corrector they should use, or which lipstick shade suits them.

“We currently have 1,500 shop-in-shops of MyGlamm. We expect to go up to 3,000 shop-in-shops by the end of the next year,” Sanghvi asserted.

Another one is the non-assisted selling model, which is grocery store formats, pharmacies, and FMCG distribution which offers immense opportunities.

“There is a large room to grow our personal care brands in the non-assisted selling model. Hence, we are trying to look for an offline company that has a good FMCG distribution network so that we could acquire it and bring it to the group and leverage it to sell all our brands through that distribution,” he further said.

BabyChakra: Foraying into Offline Market

BabyChakra began its journey as a parenting website in 2014. In March this year, it acquired TinyStep, a regional parenting network. In May this year, BabyChakra forayed into the D2C space with the launch of its personal care product range for babies. The phenoxyethanol, artificial fragrance-free, and organic actives baby range comprise 14 new products, spanning a vast range of baby care products. These vegan, cruelty-free, free from toxins, and made with certified organic ingredients include moisturizing baby body wash, natural strengthening baby shampoo, bamboo water-based wipes, strengthening baby hair oil, nourishing baby massage oil, and organic coconut oil. It also offers natural diaper rash cream, natural mosquito repellent spray and patch, nourishing lip balm duo for mom and baby, natural foaming hand wash, natural vapor patch, tummy relief roll-on, and after-bite roll-on. 

And now it is planning to hit another milestone by entering the offline market this month.

“We are going to be testing offline waters now. The idea is to go to Modern Trade stores, chemists, wellness stores, etc with our products,” Saggi stated.

Technological Innovations

The company is integrating various technological innovations to further strengthen its operations. It has partnered with BulBul as it is doing good work with video commerce. This helps the company to get each influencer to automatically generate their own shop in which they can have all the products that they love and recommend, and then they have one URL to put out and through that drive transactions and users and actually make money for themselves as well.

Another tech company that the company onboarded is Vidooly, India's largest data science company. So, if the brand wants to ask any question like which are the top hundred influencers in a very niche category, it has the answers at its fingertips with the help of this technology.

Through these technologies, The Good Glamm Group is able to understand what would work for influencers at a micro level.

Betting Big on Social Commerce

Good Creator Co is where the company’s influencer platform and influencers sit. It tracks over a million influencers. The division has over 200,000 influencers who have signed onto the platform.

“With all this, we are able to use the influencers and their networks to allow our brands to be spoken of at scale. It probably is the best example of social commerce happening as it's actually driving meaningful revenue to a business,” Gill stated.

“At the Good Creator Co, we are looking at different forms that social commerce can take and we are investing in different technologies for that as well. So, social commerce is not used just like a buzzword at The Good Glamm Group,” she added.

Growth Plans

In FY21-FY22, the company grew fourfold and it expects to grow threefold in FY22-FY23. It expects to break even on a run rate basis by end of this financial year. The Good Glamm Group expects to turn profitable by next fiscal and launch an IPO by mid-2024.

The company further claims that MyGlamm will become the number three make-up brand in India this year.

Testing International Waters

There is clearly a large opportunity that exists outside of India for companies like The Good Glamm Group. If we look at big listed FMCG companies like Marico, Godrej, or a Wipro Consumer, a big chunk of their revenue, over 50 percent, comes from outside India. Hence, international expansion is essential for the brands to grow.

The Good Glamm Group has set up a platform in Dubai and started selling there today. It has launched two of its brands in the Middle East - Sirona Hygiene and The Moms Co.

“Our first market of focus is the Middle East. We have started retailing in large stores such as Carrefour and Lulu Mall. Based on this pilot, we are going to decide how we to expand in Southeast Asia and other markets,” Sanghvi concluded.

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