Digital Agency

Good Glamm acquires Winkl, Vidooly; consolidates content biz under Good Creator

GCC will offer influencer marketing and services solutions to consumer brands and media agencies. (istockphoto)
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The Good Glamm Group, which is in the process of acquiring, has added Winkl’s influencer marketing, content and creative analytics platform Vidooly to its portfolio of beauty and personal care products.

The group, which recently became a unicorn or startup valued at more than $1 billion, also unveiled a separate platform called The Good Creator Co. The company said in a statement on Wednesday.

The Gulf Cooperation Council countries raised R200 crore in funding from its parent entity Good Glamm Group and it will use this money to build its technology platform, and to “acquisition and invest in complementary influencer companies and technology solutions”.

The GCC will operate independently and aims to increase rounds of capital from outside investors. Plixxo and Winkl, which have 250,000 influencers and reach more than 70 million monthly users, will be part of the GCC. He will be joined by Vidooly MissMalini, a leading creative agency for managing talent, celebrities and influencers. Last month, Miss Malini was acquired by Good Glamm Group.

The GCC will provide marketing solutions and influencer services for consumer brands and media agencies. “As the Good Glamm Group, we have always believed that content and creators along with commerce is the future of direct-to-consumer brands. With this in mind, we partnered with top creatives and welcomed MissMalini, Winkl, Vidooly and Plixxo into the Good family. Glamm,” said Priyanka Gill, co-founder of Good Glamm Group and CEO of Plixxo.

MyGlamm was founded in 2017 by Darpan Sanghvi and Gill. The company claims to be the fastest growing D2C cosmetic brand in India, with a range of over 800 vegan and cruelty-free products across categories such as makeup, skin care and personal care. It also has more than 30,000 offline points of sale across 70 cities in India.

Sanghvi Beauty and Technologies, which operates the MyGlamm brand, unveiled the Good Glamm Group in September last year under which it cemented its various businesses in a bid to cement its position as a “digital home for brands” powered by a content-to-commerce strategy.

The group bought Saint Botanica and Oriental Botanics, two cosmetics companies, in November last year. ScoopWhoop Media Pvt Ltd, a digital media and lifestyle content platform backed by Kalaari Capital, was acquired by the company in October. That same month, she bought baby care goods company The Moms Co for an unknown amount.

The company also owns POPxo (a cosmetics brand focused on teenagers) and Baby Chakra, as well as MyGlamm (a cosmetics brand).

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