MyGlamm wants to grow. The consumer beauty company was founded in 2015 by Darpan Sanghvi. In July 2020, MyGlamm acquired digital content platform POPxo and Priyanka Gil joined as co-founder. The MyGlamm-POPxo-Plixxo community has nearly 88 million female users per year, 1.5 billion annual video views, and 1,500 influential people.
In June 2021, Apratim Majumder from Hindustan Unilever (HUL) joined the company as Chief Marketing Officer. At HUL, he worked as head of the Naturals category. Majumder has more than 15 years of experience in the FMCG sector. In March 2021, MyGlamm opened its C-Series round with an investment of 175 crowns from Ascent, Amazon, and Wipro. This is Amazon’s first investment in a consumer brand in India.
These beauty aggregators are a major source of revenue for brands. An investor-turned-actor and actress, Shraddha Kapoor, attended the first TVC MyGlamm, which showed her using various products while her partner watched curiously. During a video call, Majumder told us that the main goal of the campaign is to create a brand.
When the funding was announced, the company was worth $100 million, according to The Economic Times. Other institutional investors in MyGlamm are Bessemer Venture Partners, the Mankekar family, and L’Occitane.MyGlamm already competes with Sugar Cosmetics, Mamaearth, Plum Cosmetics, Nykaa Cosmetics, and Purple. Ironically, the MyGlamm product is on Nykaa and Lila, although there are competitors (mostly on the MyGlamm website and app).
Sideways is the agency behind this campaign. Majumder mentions that his short job is to strengthen the brand and distract. In a press release, Abhijit Avasthi, co-founder of Sideways said, “MyGlamm tries to understand what women want and create products for them. With this film, we hope to attract more people to share their beauty wishlists. Partnered with MyGlamm in 2017 from product/packaging development and it is therefore very satisfying to see this path to TVC’s first edition.”
Other celebrities associated with the brand include designer Manish Malhotra, who has designed several products in collaboration with actress Sonakshi Sinha. MyGlamm uses a combination of technology, content, and social media to enable users to discover its products and view lessons on how to use them to create “looks” for various occasions. With the MyGlamm app, users can provide brand feedback and help with joint product development.
Majumder said consumers today are well educated and have a high level of awareness. “We have a symbiotic relationship with our customers. Community members test our products, provide feedback, and try to implement changes. We received feedback from nearly 50,000 women who found matte lipsticks dry. So we formulated a lipstick with a moisturizer. Customer feedback helps us to inform the R&D laboratory about product development. “
He added that during the first outbreak of the COVID pandemic, the company saw a slight drop in sales due to initial concerns, but eventually returned to normal. Majumder also told us that most of the sales come from online platforms like Nykaa and Lila and other aggregators.