Good Glamm Aims To Take Four Beauty Brands To Global Offline Retail In New Strategy

Darpan Sanghvi, the founder of Good Glamm, claims that the direct-to-consumer business Good Glamm group plan to introduce four of the beauty brands it has acquired to international brick-and-mortar markets. The retail and media business plans to expand brands Sirona, The Moms Co, St Botanica, and Organic Harvest into global markets, starting with retailing in sizable stores like Carrefour, Lulu Mall, and BabyShop in Dubai, Qatar, and Saudi Arabia.

Good Glamm aims to compete with other fast-moving consumer goods companies by extending its direct-to-customer e-commerce brands into the international brick-and-mortar market, according to ET Retail. In multi-brand retailers Carrefour and Lulu Mall, the company will start selling Sirona and The Moms Co in October. St. Botanica and Organic Harvest will subsequently start to appear in Good Glamm's retail locations.

Additionally, Good Glamm intends to sell its goods through BabyShop locations in Dubai, Saudi Arabia, and Qatar. According to Darpan Sanghvi, the founder of Good Glamm, "these international markets are particularly big in offline physical retail for beauty and personal care, with offline sales at over 90%. We have established a distribution base and sales teams in the Middle East in order to penetrate into that market.

To strengthen its operations, even more, the company is implementing a number of technological advancements. It has teamed with BulBul because of the excellent work it is doing with video commerce. This will help the business in having each influencer immediately create their own shop where they can stock it with all the products they adore and promote. They then have a single URL to share, which drives traffic and sales while also allowing them to profit from it.

The largest data science company in India, Vidooly, is another digital company that the company has partnered with. So, with the use of this technology, the brand may easily get the answers to any inquiry, such as "Who are the top 100 influencers in a very specific category?" The Good Glamm Group can evaluate what would be effective for influencers on a micro level owing to these technologies.

The company saw a four-fold growth in FY21 FY22 and expects a three-fold growth in FY22 FY23. By the end of the current fiscal year, it expects to reach breakeven on a run-rate basis. The Good Glamm Group expects to become profitable by the upcoming fiscal year and launch an IPO by the middle of 2024. MyGlamm, according to the firm, will rank third among Indian cosmetics brands this year.