Prolixr, a homegrown millennial skincare brand, has been acquired by GlobalBees, a direct-to-consumer brand from the Firstcry group, according to the firm. After acquiring health startup andMe and sustainable home care goods manufacturer The Better Home, this is the company's third startup.

Jayesh Hans, Mayur Mahajan, and Aditya Sharma created Prolixr in 2018 to create high-quality, inexpensive products with advanced formulations that targeted to Indian skin types.

It sells purifying sea algae face masks, scrubs, super berry moisturiser, science-backed serums, and other skincare items. Many Prolixr items have become social media trends, according to the business.

GlobalBees has joined the personal care industry, which is estimated to reach $37.2 billion in India by 2025, according to the press release.

“The Prolixr team has a deep understanding of what the youth are looking for in their skincare regimen. The company has established themselves as a market leader in their niche. With its unique offerings, proprietary products and undisputed know-how, the brand has a strong growth potential to disrupt the skincare market globally,” said Nitin Agarwal, CEO, Globalbees.

Prolixr's founders and their 25-person team will join Globalbees and continue to lead the company.

“This is a turning point for our company. We embarked on establishing Prolixr as an innovator in skincare wellness by creating research-backed products that appeal to the differentiated needs of the youth of this country. With GlobalBees, we strive to make our home-grown brand a leader in the Indian and global skincare market,” says Mayur Mahajan, cofounder, Prolixr.

The brand is presently available on over 25 platforms, including Nykaa, Amazon, Purplle, and others.

GlobalBees, founded by FirstCry founders and Agarwal, is looking to invest in 30-35 brands from various D2C categories, including fast-moving consumer goods (FMCG), sports, home organisation, and lifestyle, among others, with $150 million in debt and equity raised as part of its Series A in July this year.

According to sources, Thrasio, the US-based firm that invented the model, is trying to expand into India and has made its first acquisition with consumer durables brand Lifelong. Carlos Cashman, cofounder and CEO of Thrasio, announced on Monday that the company is looking to enter India after obtaining $1 billion from investors.