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‘Multibillion gamechanger’: Good Glamm Group CEO on ‘cracking the code’ of a content-to-commerce beauty boom

By Amanda Lim

- Last updated on GMT

Good Glamm Group CEO on ‘cracking the code’ of a content-to-commerce beauty boom

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In our exclusive podcast, a pioneer of the content-to-commerce business model that is fuelling significant beauty industry growth in India has revealed how it ‘cracked the code’ of this new approach.

Good Glamm Group CEO Darpan Sanghvi joined CosmeticsDesign-Asia to talk about the firm’s revolutionary content-to-commerce model, its vision to become the biggest player in South Asia’s beauty space and dissects what gives a beauty brand its X-factor.

One of the most exciting beauty companies in Asia today, The Good Glamm Group is the pioneer of the content-to-commerce model that has powered its rapid rise in India’s beauty market.

“This was so clearly a game-changing moment, for me, for [my co-founder] Priyanka, for the company, and I think of a new way of doing business for the industry – no one had cracked it before,” ​said Sanghvi.

“We always believed it could be big because the numbers were very large at the top of the funnel… Today, our total content group gets 4.5 billion monthly impressions… That’s 150 million users – unique users. If I can make them transacting customers, this is going to be a multibillion-dollar revenue company.”

In November last year, the direct-to-consumer company raised $150m and was among the 44 companies to attain unicorn status.

The company wasted no time and acquired 10 companies including beauty brands as well as digital media and influencer platforms. This has given the company a massive presence online and offline, which can help the brands under its umbrella scale at a rapid pace.

The Good Glamm Group is now planning to take its business to South East Asia, where it hopes to be able to replicate its success in India.

If all goes to plan, Sanghvi will realise his vision of having built South Asia’s first beauty giant.

“You have Amorepacific that came out of South Korea, you have Shiseido that came out of Japan, you have Estée Lauder from the US, and you have L’Oréal from Europe. I think it's time for a beauty and personal care giant to come out of South Asia. And this giant is being built on content-to-commerce,” ​he said.

To find out more about Darpan and the Good Glamm Group, check out our podcast above or on Spotify, Google Podcasts, Apple Podcasts, and more.

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