Good Glamm aims to expose beauty brands to global offline retail

• ByStartupStory     |    September 30, 2022

According to Good Glamm founder Darpan Sanghvi, the direct-to-consumer company will launch four of its acquired beauty brands—Sirona, The Moms Co, St Botanica, and Organic Harvest—into foreign markets, beginning with retailing in sizable stores like Carrefour, Lulu Mall, and BabyShop in Dubai, Qatar, and Saudi Arabia.

The action is consistent with Good Glamm’s desire to compete with established FMCG firms, who have recently begun bringing their D2C, or online-only, brands to physical retail. Next month, Carrefour and Lulu Mall will begin selling Sirona feminine hygiene products and The Moms Co. natural cosmetic products, followed by St. Botanica and Organic Harvest.

However, the majority of these firms’ retail efforts in India would still be focused online. “With offline sales at over 90%, these international markets are particularly significant for offline physical retail for cosmetics and personal care. We have established a distribution base and sales teams in the Middle East in order to break into that market “said Sanghvi.

The MyGlamm franchise’s owner, The Good Glamm Group, anticipates turning a profit in the upcoming fiscal year and going public by mid-2024.

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