The Good Glamm Group finds a doubles partner in Serena Williams as it seeks to create a ‘Global Beauty Brand From India’
Summary
In an exclusive conversation with CNBC-TV18, Darpan Sanghvi, Group Founder & CEO, The Good Glamm Group, said the company has been working closely with tennis superstar over the last 2.5 years to launch WYN BEAUTY by Serena Williams.
Amazon-backed The Good Glamm Group has joined hands with tennis superstar Serena Williams under a joint venture partnership to launch a beauty brand in the US. The first batch of “WYN BEAUTY by Serena Williams” products will start retailing on April 7.
“It’s a dream come true. Serena is beyond a celebrity. She is an inspiration. A true icon. The JV came about because of our audacious vision and dream: can there be a global beauty company coming out of India? If we want to be a global beauty company, we should be able to make a dent in the U.S. market,” said Darpan Sanghvi, Group Founder & CEO, The Good Glamm Group.
In an exclusive conversation with CNBC-TV18, Sanghvi said the company has been working closely with the celebrity athlete over the last 2.5 years to launch WYN BEAUTY by Serena Williams.
“The vision for the products are a reflection of Serena. She has been poetry in motion on the court and that’s how she visualized her make-up line as well,” said Sanghvi.
The initial launch will see the introduction of 91 shades across 10 products in the face, lip and eye categories in an exclusive distribution partnership with American beauty retailer Ulta Beauty. The products will be sold across 685 Ulta stores and the brand’s direct-to-consumer platform—wynbeauty.com. The brand will solely remain focused on the U.S. market before foraying into India and other global markets in 12 months.
The WYN Beauty brand names are inspired by Serena Williams’ match book affirmations such as Brave, Momentum, Push, Build and Move, among others. The products are being manufactured in the US and Europe, with pricing in the ‘prestige’ range of $20–$30.
The launch not only marks a milestone for the Good Glamm Group as it co-creates a ‘global beauty brand by an Indian company’, but it also seeks to position the sporting icon in the league of fast-growing beauty brands by celebrities such as Rihanna, Kylie Jenner, Selena Gomez, Ariana Grande and even Serena Williams’ rival at one time—Maria Sharapova.
As many as 43 celebrity beauty brands tracked by NielsonIQ collectively surpassed $1 billion in sales for the first time in 2023. Brands with star power grew at nearly 60%, which was faster than the overall beauty industry growth of 11%.
Commenting on the competition among celebrity-led beauty brands, Sanghvi highlighted that WYN Beauty’s differentiating factor comes at two levels: the emotion Serena Williams can evoke from the brand point of view alongside the product benefit and what it does for the customer.
What will the Serena Williams partnership do for The Good Glamm Group?
Good Glamm Group’s target of listing on the Indian public markets by Diwali 2025 as the first beauty or consumer company with a global brand in its portfolio is one of the key factors behind the JV with Serena Williams, according to Sanghvi.
“The company could have a mix of developing, fast-growing geographies like India and a highly-developed mature market like the U.S., which could provide you with a much higher margin profile,” he said.
Between FY21 and FY23, the company scaled its revenue from ₹49 crore to ₹640 crore. Given the expenditure on brand acquisitions and global forays, the company saw its losses balloon to ₹273 crore in FY22. It is yet to file its FY23 financials.
“In FY24, we focused on cost-cutting to become profitable at the group level in FY25, which is the year for all the bets to start delivering profits to successfully go public as a profitable and predictable company,” explained Sanghvi.
Founded by Darpan Sanghvi, Priyanka Gill and Naiyya Saggi in 2021, The Good Glamm Group operates with a portfolio of DTC beauty and personal care brands such as MyGlamm, The Moms Co, Sirona, Organic Harvest, POPxo, ScoopWhoop, MissMalini and BabyChakra, among others. Currently, the commerce-to-content platform has a transacting consumer base of 18 million users.
Expecting the momentum to continue, Sanghvi said the user base could reach 40 million in the next 4–5 years, adding 5–6 million transacting customers every year.
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