How acquisition of POPxo turbo-charged MyGlamm's business and content model

Indian consumer beauty brand MyGlamm acquired POPxo last month with an aim to create a 3Cs (content + community + commerce) company in South Asia.

BuzzInContent.com caught up with both Darpan Sanghvi, Founder and CEO, MyGlamm and Priyanka Gill, Founder and CEO, POPxo, Co-Founder, MyGlamm, to understand how the offerings and business model of MyGlamm changed after POPxo’s acquisition.

POPxo already had content, commerce and community within itself and was considered India’s largest community of women. So, what new will MyGlamm bring for the audiences following the acquisition? 

The business model of the company is to build a direct-to-consumer beauty brand, which uses data to understand a consumer’s needs in beauty and then engages with consumers using content and further is building a community with them.

And the acquisition of POPxo has turbo-charged this business model since it brought content, community, data and an engaged user base at scale, said Sanghvi.

“MyGlamm's focus on creating clean, high-efficacy, innovative beauty products under its direct-to-consumer model will not change. We continue as is with a deeper commitment to focus on the needs of our users through the reach and scale of POPxo users,” he added.

Adding to it, Gill said even at POPxo, business remains as usual, including at Plixxo.  

“We are a brand-agnostic media company for women by women. We will continue to focus on beauty as we have always done; it is a topic of great interest to our users. Our lifestyle content will also continue — our goal has and will always remain supporting women in all the topics they enjoy reading about,” she added.

Talking about the impact of Covid-19 pandemic, Sanghvi said the crisis has made its users a lot more comfortable shopping online. “This helped our direct-to-consumer and digital-first strategy.”

MyGlamm continues to reach out to more users online, and is building tools like the Virtual Try On, to make it easier for shoppers to buy online.

He said the other impact of Covid has been that users are looking for a lot more personal care and skin care products. 

MyGlamm, which   had plans to expand beyond makeup into skincare and personal care, accelerated its product portfolio expansion to launch WipeOut —a germ-killing personal care line that not only protects the skin from germs but provides great efficacy.

Additionally, it is in the process of building out a complete skincare portfolio that should be launched in the coming quarter, he said.

“The current situation has not changed the company but only deepened its commitment to providing genuine solutions for our consumers,” he added.

Asked if the audiences will now witness new, improved, more polished content from MyGlamm, Gill said, “Yes absolutely! We're working on so many exciting projects for MyGlamm, there is a lot in store for our combined community.”