‘Beauty BFF’: New POPxo beauty brand targets young South Asian consumers looking for affordable, easy-to-use products

POPxo is a digital community under the Good Glamm Group umbrella, a South Asian digital conglomerate that also owns the direct-to-commerce (D2C) brand MyGlamm.

Recently, POPxo made its entry into the beauty space with its very first make-up collection, which consists of 13 beauty kits that are available for under U$6.70.

The collection was designed to be accessible to a wide range of consumers with its affordable price tag and convenient kit concept.

“The POPxo makeup collection will help first-time users to kickstart their makeup journey with ease. The new range is designed to cater to every make-up need, to take women from their graduation to the first day of their internship and beyond, the POPxo make-up kits will be her beauty BFF,” ​said Priyanka Gill, co-founder, Good Glamm Group and founder and CEO, POPxo.

According to the firm, it will be targeting young women aged 16 to 27, which make up the more engaged audience on the POPxo platform. In this group, half reside in India’s tier one cities while the other half reside tier two and three cities.

The make-up kits were conceptualised and created by the POPxo Beauty team in close partnership with MyGlamm’s product development team, which has access to the feedback of millions of consumers in its network.

“We understood from our customers the products they were looking for, from colour schemes, categories to the want of products in kits. We also got insight on beginners who wanted easy-to-use makeup that is affordable,” ​said Gill.

The brand is aiming to be the fastest beauty brand to hit an INR100cr (U$13.9) revenue run rate in the next twelve months by leveraging its strong digital connect with millennial women.

“With our reach of 88 million women and our content-to-commerce approach will aim to reach out to content users with the aim of converting them to buying users. As POPxo, becoming a content-to-commerce brand has always been our dream and with this launch, we are making it a reality,” ​said Gill.

Moving forward, the company is working to expand the brand with new products launches.

Expanding umbrella

This news follows the formation of the Good Glamm Group to consolidate its position as a ‘Digital House of Brands’ powered by a content-to-commerce strategy.

The newly formed group is a consolidation of digital brands including POPxo, Influencer marketplace Plixxo, and mum and baby platform BabyCharkra.

Previously, CosmeticsDesign-Asia​​ reported that the firm was planning to acquire four to six beauty brands to bring under the Good Glamm Group umbrella.

On October 6, the company announced that it has acquired The Moms Co., a leading mum and baby DTC brand.

According to the firm, this acquisition also is India’s largest DTC transaction to ever take place in the beauty and personal care segment.

The Good Glamm Group is working to accelerate The Moms Co.'s presence not just in India but internationally as well.

It is aiming to grow The Moms Co. into an INR500cr (U$66.8m) revenue run rate in the next two years.

“We are very excited about the possibilities with this partnership and look forward to working closely with the team to take the brand to millions of women across the country through our online and offline presence,” ​said Darpan Sanghvi, group founder and CEO, Good Glamm Group.