Good Glam Group Grabs Majority Ownership in Organic Harvest

Good Glamm Group, a content-to-commerce unicorn, has grabbed a majority ownership in Organic Harvest, a beauty and personal care firm.

This will result in a new INR 75 Cr investment in the beauty firm. Organic Harvest will benefit from Good Glamm Group's vast online users and over 50,000 offline sales outlets in 150 cities as part of the agreement. To sell new goods, the beauty company will also use data-driven insights from the group's content channels and influencer marketing.

The Good Glamm Group boasts a vast digital audience, including 88 million POPxo yearly users, 100 million ScoopWhoop users, and a 20 million strong community of moms on BabyChakra, as well as 1.5 million Good Creator Co influencers.

Rahul Agarwal came up with the idea for Organic Harvest in 2013. The company is an organic personal care business that sells products manufactured from plants rather than artificial fertilisers. The beauty startup claims to have served over 2 million customers in India, spread out over 10,000 pin codes.

Organic Harvest's cofounders will collaborate closely to expand the company's presence in India and globally, according to the unicorn.

"Rahul has created India’s largest and most innovative portfolio of ECOCERT certified Organic Beauty & Personal Care products and we are incredibly excited to leverage the Good Glamm Group’s digital reach and content assets to allow millions of consumers in India to discover the amazing Organic Harvest brand and products", said Darpan Sanghvi, CEO and cofounder of the Good Glamm Group.

Organic Harvest CEO Rahul Agarwal echoed the viewpoint, “with this partnership, our aspiration to become the world’s largest Organic personal care company, seems to be easily achievable. I am super excited to be a part of the group, and do some exceptional work with all co-founders.”

Since December, Good Glamm Group has acquired four companies. For an unknown sum, the company purchased Winkl, an influencer marketing platform, and Vidooly, a video analytics business. Miss Malini, a media platform, was purchased by the startup for an undisclosed sum in December of last year.

Plixxo, Winkl, MissMalini, and Vidooly, four of the Amazon-backed unicorn's acquisitions, were consolidated into an influencer marketing subsidiary, Good Creator Co., earlier this month. It also announced an INR 200 crore investment in the new business.

MyGlamm, Moms Co., POPxo, Sirona, and BabyChakra are among the brands that make up the unicorn. The. Darpan Sanghvi launched the direct-to-consumer brand MyGlamm in 2017, Priyanka Gill founded the digital media platform POPxo in 2013, and Naiyya Saggi founded the online parenting firm BabyChakra in 2015. In September of last year, the three businesses merged and became the Good Glamm Group. The Moms Co., a direct-to-consumer brand, was added to the group's portfolio later in October.

Sirona, a feminine hygiene business, received INR 100 crore in Series B financing from the Good Glamm Group.

Last year, the D2C unicorn secured $150 million in a Series D financing, valuing it at more than $1.2 billion. Warburg Pincus, Amazon, and Prosus Ventures, among others, lead the funding round.

For the past few of quarters, India's beauty and personal care businesses have been on a financing binge. Mamaearth's parent company, Honasa Consumer, received $52 million in December of last year, valued at $1.15 billion, headed by Sequoia Capital. Purplle, an online cosmetics marketplace, earned over $38 million in an expanded Series D round earlier this month, valuing the company at $725 million.

This follows excellent performances in 2021 by beauty companies and content platforms. Last December, D2C brand Mamaearth paid an undisclosed sum for women-focused content site Momspresso. In February of last year, SUGAR Cosmetics raised $21 million in its Series C round, followed by Purplle, which raised close to $100 million in November.

Nykaa, a freshly listed beauty and lifestyle unicorn, has previously stated its intention to become an umbrella brand for lifestyle items rather than a multi-brand store.