Amazon-backed Good Glamm buys celebrity media firm

Good Glamm Group, an India-based content-to-commerce company, has acquired MissMalini Entertainment, a local celebrity media and influencer talent management network, for an undisclosed sum.

Photo credit: Good Glamm Group

The transaction was conducted via a combination of cash and stock.

The deal will provide Good Glamm with access to a network of influencers, celebrities, and market know-how, boosting its entertainment, celebrity, and influencer marketing vertical.

The development comes after Good Glamm Group acquired ScoopWhoop, another top Indian content firm, in October.

Miss Malini will continue to work as an independent entity under the Good Glamm Group, with founders Malini Agarwal, Nowshad Rizwanullah, and Mike Melli also retaining their leadership roles in the firm.

“This deal comes at a time when the market has been transformed from individual transactions to long-term IP creation and we are thrilled to set foot on this next journey with Good Glamm Group,” said Nowshad Rizwanullah, co-founder and CEO of MissMalini Entertainment.

With this acquisition, Good Glamm Group’s bouquet of digital media brands includes POPxo, ScoopWhoop, BabyChakra, and MissMalini Entertainment. Its media division generates over 3.5 billion monthly impressions and has over 150 million unique users.

See also: Meet the 50 top-funded startups and tech companies in India

Good Glamm expects its large user base and digital and data-driven consumer insights to launch and market products in the beauty, skincare, personal care, male grooming, and parenting categories.

In October, Good Glamm acquired The Moms Co, an Indian baby-focused D2C brand, for about US$67 million – Good Glamm’s first acquisition after being formed  to house brands like Amazon-backed beauty startup MyGlamm, POPxo, influencer-marketing platform Plixxo, and parenting app BabyChakra under a single banner.