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Good Glamm Group is setting up an influencer marketing venture

Good Glamm Group is setting up an influencer marketing venture
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Beauty Unicorn Good Glamm Group is creating a new influencer marketing and data analytics venture, Good Creator Co, in which it is investing an initial capital of Rs 200 crore, the company’s executives said.

The group also acquired data analytics and influencer platform Winkl, content analytics firm, and creator Vidooly.

“Good Creator Co. will integrate the operations of its existing platforms MissMalini and Plixxo along with Winkl and Vidooly, to create the largest ecosystem of content creators in India,” Priyanka Gill, co-founder of Good Glamm told ET.

The four platforms are brought together under the Good Creator Co umbrella, with a combined base of more than 250,000 influencers and reaching more than 70 million monthly users. The executives said celebrity and influencer talent management agency and creative agency MissMalini will work together under the Good Creator Co.

Each of these four platforms operates in the area of ​​influencer management, marketing, and analytics.

Funding will be funneled to building technology platforms, acquisitions and investing in complementary influential companies and technology solutions. Good Creator Co will operate independently and will look to raise more capital from outside investors.

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“Good Creator Co will help brands connect with potential consumers in India’s smallest market, through local, regional or local influencers, with the help of data service providers and content creators,” Gill said.

She said the company, which has several direct-to-consumer brands under its umbrella, has 30,000 offline points of sale.

Gill said Good Creator Co. is working to create an integrated ecosystem to provide content creators and influencers with access to branding campaigns, monetization opportunities, celebrity talent management services, OTT content creation solutions and film production opportunities.

Good Creator Co has a revenue rate of Rs.75 crore and is targeting an operating rate of Rs.250 crore by December 2022.

Malini Agarwal, founder of MissMalini Entertainment, said the platform leverages technology at scale to bring creators across outlets, categories and audiences on one platform.

“This partnership will address many of the weaknesses in the online video and influencer marketing space,” said Nishant Radia, co-founder of Vidooly.

The Good Glamm Group’s beauty and personal care brands include MyGlamm, The Moms Co, St Botanica and Sirona, along with content platforms POPxo, Scoopwhoop and BabyChakra.

Good Glamm raised a $150 million Series D funding round in November last year, valuing the platform at $1.2 billion, joining the club of unicorns, or private startups worth $1 billion or more. Its investors include Warburg Pincus, Prosus Ventures, L’Occitane and Bessemer Venture Partners.

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