MyGlamm onboards Shraddha Kapoor as brand ambassador and investing partner


Mumbai-based Direct-to-consumer beauty and personal care brand MyGlamm, on Thursday, announced Shraddha Kapoor as its brand ambassador. The actor has also invested in the company, the financial details of the investment were not disclosed.

Founded in 2017 by Darpan Sanghvi and co-founded by Priyanka Gill, MyGlamm offers a range of over 600 cruelty-free products across makeup, skincare, and personal care. MyGlamm works on the philosophy of building a community with its users, engaging with them, and eventually co-creating products with them. The digital-first, brand has over 10,000 offline points of sales across 70 cities in India.

“We have always admired Shraddha for her clean beauty and cruelty-free philosophy and how she connects and resonates with her over 60 million Instagram followers. At MyGlamm we are building great products by connecting with our consumers digitally and understanding what they want.” Says Darpan Sanghvi, Founder, and CEO, MyGlamm.

Priyanka Gill, Co-founder, and President, MyGlamm, added,

“Shraddha is the ultimate girl-next-door. Not only is she a brilliant actor, but she is also someone millions of women love and instantly relate to. Welcoming her on board as an investor in MyGlamm is very exciting and we look forward to partnering with Shradha to make the beautiful journey of our users and her fans even more effective and meaningful.”

MyGlamm acquired POPxo-Plixxo making the MyGlamm-POPxo-Plixxo combined, the largest Content to Community to Commerce platform in India with 88 million annual female users, with 1.5 billion annual video views, and 150,000 influencers onboarded. Simultaneously MyGlamm doubled down on its offline strategy and grew offline point of sales from 500 to 10,000 during Covid, and further went on to open the largest beauty store in India.

MyGlamm uses a combination of technology, content, and social media allowing consumers to not only discover its products but also create a rich, personalized, content and tutorial fuelled post-purchase experience through its App.

Investors in MyGlamm include L’Occitane, Bessemer Venture Partners, Amazon, Ascent Capital, Wipro, the Mankekar family, and Tano Capital enabling them to leverage deep industry and technology expertise.

Direct-to-consumer beauty brands have seen a surge in demand over the last few years, as consumers seeking newer brands and experience spend more money on such products.

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