Good Glamm Group is setting up an influencer marketing venture

Beauty unicorn The Good Glamm Group is setting up a new influencer marketing and data analytics venture, Good Creator Co, in which it is investing seed capital of Rs 200 crore, said company executives.

The group has also acquired influencer and data analytics platforms Winkl and content and creator analytics company Vidooly.

“Good Creator Co will consolidate operations of its existing platforms MissMalini and Plixxo along with Winkl and Vidooly, to create what is India’s largest creator ecosystem,” Good Glamm cofounder Priyanka Gill told ET.

The four platforms are being spun off together under the umbrella of Good Creator Co, with a combined existing base of more than 250,000 influencers and reach more than 70 million users every month. Celebrity and influencers talent management and creative agency MissMalini will work together under the banner of Good Creator Co, said the executives.

Each of these four platforms works in the sphere of influencer management, marketing and analytics.

The funding will be infused to build technology platforms, and acquire and invest in complementary influencer companies and technology solutions. Good Creator Co will function independently and will look to raise further rounds of capital from external investors.

“Good Creator Co will help brands connect with potential consumers in India’s smallest markets, through national, regional or hyper local influencers, with the help of data service providers and content creators,” said Gill.

She said the company, which has multiple direct-to-consumer brands under its umbrella, has 30,000 offline points of sale.

Good Creator Co is creating a full-stack ecosystem to offer content creators and influencers access to brand campaigns, monetisation opportunities, celebrity talent management services, content creation solutions for OTT and movie production opportunities, said Gill.

Good Creator Co has a Rs 75 crore revenue run rate and is targeting a Rs 250 crore revenue run rate by December 2022.

Malini Agarwal, founder of MissMalini Entertainment, said the platform is leveraging technology at scale to bring creators across niches, categories and audiences on a single platform.

“This partnership will address a lot of pain points in the online video and influencer marketing space,” said Nishant Radia, Vidooly co-founder.

Beauty and personal care brands under the Good Glamm Group include MyGlamm, The Moms Co, St Botanica and Sirona, besides content platforms POPxo, Scoopwhoop and BabyChakra.

Good Glamm
raised a Series D funding round of $150 million in November last year, valuing the platform at $1.2 billion, joining the club of unicorns, or privately held startups valued at $1 billion or more. Its investors include Warburg Pincus, Prosus Ventures, L’Occitane and Bessemer Venture Partners.

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