‘Clearly the future’: MyGlamm expects 50% of new products to be developed through co-creation in next 12 months

Founded in 2017, MyGlamm claims to be the fastest-growing direct-to-consumer (DTC) beauty brand in India with investors such as international firm L’Occitane Groupe.

The brand has over 600 SKUs spanning make-up, skin care and personal care and is available via an online website, a mobile application as well as 4,000 offline points of sales across 50 cities of India.

Recently, the company released the Treat Love Care Foundation, the first product it has developed with the input of its consumers.

“MyGlamm is spearheading a paradigm shift in the way beauty products are formulated and marketed to women. We have moved control from the boardroom to the real decision-makers – our users,”​ said founder and CEO Darpan Sanghvi.

Sanghvi told CosmeticsDesign-Asia​ that he saw co-creation as the future of the company.

“Co-creation is clearly the future for MyGlamm. If brands want to stay relevant to consumers in the long run, being connected to the consumers this way is essential. It’s been phenomenal to engage with users and allow them to be part of the journey.”​

He revealed that for 2021, half of the company’s products will be co-created.

“This is an ongoing process. You will see that in the next 12 months, 50% of our products will be developed with co-creation. We’re very focused on this.”​

Real-time data​

In August, the cosmetics company acquired digital content platform POPxo with the intention of diving into co-creation.

“The POPxo acquisition was a huge gamechanger for us. Before, we could connect with 5,000 to 10,000 a month. Now, we are connected with more than 100,000 women who give us insights every month – that's serious scale,” ​said Sanghvi.

The brand’s community shares its insights and feedback on, MyGlammXO Insider, a loyalty program that allows members to receive rewards for contributing to product development.

The community expresses their feedback via surveys, focus groups and consumer data insights. They are consulted about every detail, down to the naming of the product.

MyGlamm’s Treat Love Care foundation is the culmination of two key beauty trends the company has uncovered through its communication with consumers. The first was the interest in make-up with skin care benefits.

“Consumers are looking for a marriage between make-up and skin care. So, we narrowed down to the four biggest skin concerns: brightening, oil control, pollution and ageing. Then created four different formulations to target them,”​ said Sanghvi.

For instance, the age-defying formula contains Indian mulberry to treat fine lines and wrinkles while providing an instance blurring and soft-focus effect.

The anti-pollution formula is enriched with soy to fight free radicals while protecting the skin from pollutants with a film former that also enhances the longevity of the foundation.

Additionally, consumers also asked the firm to develop a foundation formulation with ‘clean’ ingredients, something which astonished Sangvhi.

“The clean beauty trend really surprised us because we didn’t think the Indian consumer was there yet. This shows that because of the exposure to global trends through social media, Indian consumers are leapfrogging in terms of trends.”​