Amazon-backed Good Glamm Group buys Indian content firm

Good Glamm Group, a content-to-commerce company, has acquired India-based content platform ScoopWhoop for an undisclosed sum.

ScoopWhoop will continue to work as an independent brand and media house within the Good Glamm umbrella following the acquisition.

Photo credit: Good Glamm Group

ScoopWhoop’s founders Sattvik Mishra, Rishi Pratim Mukherjee, and Sriparna Tikekar will continue to lead ScoopWhoop and work closely with Darpan Sanghvi, Priyanka Gill, and Naiyya Saggi, who are the co-founders of Good Glamm.

Eying the male demographic

Good Glamm noted that 60% of ScoopWhoop’s audience were male and the acquisition will help the former tap into this “fast-growing” segment. In the next three years, the group will look to invest 5 billion rupees (US$66.8 million) to gain a firmer foothold in the category.

Good Glamm, which has a number of direct-to-consumer (D2C) brands under it, added that it is eyeing a large opportunity in the men’s grooming segment.

“The Good Glamm Group’s commerce stack, coupled with ScoopWhoop’s content capabilities and digital reach amongst men, will turbocharge the group’s D2C capabilities in the male grooming segment,” the company said in a statement.

See also: The decade of D2C has just begun in India

Content powerhouse

With its latest acquisition, Good Glamm now generates a total of 3.5 billion monthly impressions from over 150 million unique users through its media division, which also comprises women-centric digital platform POPxo.

GoodGlamm hopes its large user base and digital and data-driven consumer insights will help it launch and market products in the beauty, skincare, personal care, male grooming, and parenting categories.

On a shopping spree?

Earlier this month, the firm acquired The Moms Co, an Indian baby-focused D2C brand, for about US$67 million.