Mumbai: Online beauty brand MyGlamm has acquired Priyanka Gill owned women-centric content and influencer platform POPxo, without disclosing any terms of the transaction. Priyanka, the founder of POPxo, will be joining MyGlamm’s board as the co-founder of the combined entity.
Economic Times reported that the deal would be helping MyGlamm reduce its customer acquisition costs, which has been one of the highest cost centers for a direct-to-consumer brand. The deal would also help the brand reach out to a wider audience that will help it launch new products more effectively.
Darpan Sanghvi, the founder of MyGlamm, said that to date, the company has only engaged with users acquiring them, but POPxo would help them widen the top of the funnel.
POPxo has over 50 million women users across their platforms, with nearly 99 per cent of users being organic. POPxo would continue to run as an independent platform with an expected Rs 4 crore revenue per month.