The Good Glamm Group, a content-to-commerce unicorn, has partnered with actor Akshay Kumar to launch a direct-to-consumer (D2C) personal care brand for men.
The joint venture will invest capital and resources to scale the business and leverage the group’s offline distribution network and R&D expertise. The company plans to use active, natural, and efficacious ingredients to develop innovative products for the men’s personal care and wellness category.
The Good Glamm Group is the umbrella company for its four key verticals, which include The Good Brands Co, a portfolio of D2C beauty care brands, digital media platform The Good Media Co, influencer vertical The Good Creator Co, and the Good Community. The startup has rapidly scaled, but it has come at a cost. The company’s net loss increased to INR 273 Cr in FY22 from INR 44 Cr in FY21.
Akshay Kumar, who epitomizes hard work and holistic wellness, said he is excited to work with The Good Glamm Group, which has built some of India’s largest and most loved DTC beauty and personal care brands. Kumar also praised the company’s unique content-creator-commerce strategy.
The Indian men’s personal care industry is smaller than the women’s market, but it is growing rapidly. With increased disposable income and awareness, the space is expected to reach $3.1 Bn by 2028. Other Bollywood actors, such as Anushka Sharma, Samantha Ruth Prabha, Alia Bhatt, and Sonu Sood, have also launched their own D2C brands.
The Good Glamm Group plans to use its sister entities, from content to commerce, to drive revenue for the new platform. The company’s Good Media Co vertical counts more than 25 Cr monthly active users and drives 300 Cr engagements every month.
Additionally, the group has access to more than 10 Lakh influencers through its Good Creator Co.