The cash and stock deal will give Good Glamm Group entrance to diverse business sections of Miss Malini Entertainment, including – actual content and marketing platform, MissMalini Media; women community network, Girl Tribe; celebrity and talent management platform; Ignite Edge, as well as creative agency and video presentation house, Agent M Creative and MM Studios.
Content-to-commerce unicorn Good Glamm Group, formerly known as MyGlamm has completed its fifth acquisition this year and acquired celebrity media and influencer talent managing network, Miss Malini Entertainment, as the former looks to enhance its content commerce strategy. The company declined to share further details on the deal size.
These digital purchases are anticipated to rise Good Glamm Group’s reach by an extra 60 million monthly users. Miss Malini Entertainment will resume functioning independently with founder and co-founders Malini Agarwal, Nowshad Rizwanullah and Mike Melli persisting in leading the brand.
In addition, the acquisition is expected to support Good Glamm Group further cross-sell its direct-to-consumer (D2C) product portfolio, including- cosmetics label MyGlamm, premium mom-and-baby brand MomsCo, and baby products brand Baby Chakra and personal care brand St. Botanica to Miss Malini’s user base.
With entry to Agent M Creative and MM Studios, the content-to-commerce unicorn is further expected to grow its reach and gain access to celebrity and macro-influencers. The Good Glamm Group currently owns influencer management platform Plixxo, which claims to have close to 220,000 influencers onboard.
“Through the acquisition, we definitely get Malini’s insights, who has been the first influencer in many ways, the country has seen. Second, Miss Malini Entertainment also provides a very different context than the publishing assets we have through POPxo, BabyChakra and ScoopWhoop. Hence, it helps us increase not just reach but the frequency for users to interact further with the Good Glamm universe,” said Darpan Sanghvi, founder and chief executive officer (CEO), Good Glamm Group, in an interview.
“On the influencer front, we were not present in the macro and celebrity influencer space, which now we add through the acquisition of Miss Malini’s assets,” stated Sanghvi.