The parent company of direct-to-consumer (D2C) beauty brand MyGlamm, ScoopWhoop and Popxo, the Good Glamm Group has announced the acquisition of two more brands-influencer marketing platform Winkl and online video analytics platform Vidooly to be a key of its content-to-consumer strategy.

The company has also decided to invest INR 200 crore in its marketing businesses and influencer marketing, which will now be housed under a new entity Good Creator Co.

Content creators and influencers will get access to brand campaigns, extensive monetization opportunities, celebrity talent management, affiliate and creator commerce programmes through the Good Creator Co app.

The direct to consumer brands housed under ‘The Good Glamm Group’ banner will get access to more customers as well as get a well-established marketing mechanism by having content businesses like these, believes MyGlamm’s chief executive and founder Darshan Sanghvi.

The good Glamm Group is a culmination of three brands MyGlamm, POPxo and online parenting startup BabyChakra and came into existence only in September 2021.

Founders of these three companies- Darshan Sanghvi, Priyanka Gill and Naiyya Saggi, lead the parent entity.

It raised USD 150 million in funding in its Series D round, and the valuation stood at USD 1 billion in November 2021. The series D round saw participation from Warburg Pictures, Prosus Ventures and Alteria Capital. Existing investors such as Bessemer Venture Partners, ascent Capital, L’Occitane, Amazon and Mankekar Family Office also participated in the round.