Good Glamm Group is setting up an influencer marketing venture

Beauty unicorn The Good Glamm Group is setting up a brand new influencer marketing and knowledge analytics venture, Good Creator Co, wherein it is investing seed capital of Rs 200 crore, stated firm executives.
The group has additionally acquired influencer and knowledge analytics platforms Winkl and content material and creator analytics firm Vidooly.
“Good Creator Co will consolidate operations of its current platforms MissMalini and Plixxo together with Winkl and Vidooly, to create what is India’s largest creator ecosystem,” Good Glamm cofounder Priyanka Gill advised ET.

The 4 platforms are being spun off collectively underneath the umbrella of Good Creator Co, with a mixed current base of greater than 250,000 influencers and attain greater than 70 million customers each month. Celebrity and influencers expertise administration and inventive company MissMalini will work collectively underneath the banner of Good Creator Co, stated the executives.
Each of those 4 platforms works within the sphere of influencer administration, marketing and analytics.
The funding will probably be infused to construct expertise platforms, and purchase and spend money on complementary influencer firms and expertise options. Good Creator Co will perform independently and can look to boost additional rounds of capital from exterior buyers.
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“Good Creator Co will assist manufacturers join with potential shoppers in India’s smallest markets, by way of nationwide, regional or hyper native influencers, with the assistance of knowledge service suppliers and content material creators,” stated Gill.
She stated the corporate, which has a number of direct-to-consumer manufacturers underneath its umbrella, has 30,000 offline factors of sale.
Good Creator Co is making a full-stack ecosystem to supply content material creators and influencers entry to model campaigns, monetisation alternatives, celeb expertise administration providers, content material creation options for OTT and film manufacturing alternatives, stated Gill.
Good Creator Co has a Rs 75 crore income run price and is focusing on a Rs 250 crore income run price by December 2022.
Malini Agarwal, founding father of MissMalini Entertainment, stated the platform is leveraging expertise at scale to carry creators throughout niches, classes and audiences on a single platform.
“This partnership will tackle numerous ache factors within the on-line video and influencer marketing area,” stated Nishant Radia, Vidooly co-founder.
Beauty and private care manufacturers underneath the Good Glamm Group embody MyGlamm, The Moms Co, St Botanica and Sirona, moreover content material platforms POPxo, Scoopwhoop and BabyChakra.
Good Glamm
raised a Series D funding spherical of $150 million in November final yr, valuing the platform at $1.2 billion, becoming a member of the membership of unicorns, or privately held startups valued at $1 billion or extra. Its buyers embody Warburg Pincus, Prosus Ventures, L’Occitane and Bessemer Venture Partners.
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