POPxo is a digital community under the umbrella of Good Glamm Group, a South Asian digital conglomerate that also owns the MyGlamm direct trademark (D2C).
Recently, POPxo entered the beauty space with its very first makeup collection, which consists of 13 beauty kits available for under U $ 6.70.
The collection has been designed to be accessible to a wide range of consumers with its affordable price and practical kit concept.
“The POPxo makeup collection will help novice users easily start their makeup journey. The new range is designed to meet all makeup needs, to support women from graduation to the first day of their internship and beyond, POPxo makeup kits will be her beauty BFF. said Priyanka Gill, Co-Founder of Good Glamm Group and Founder and CEO of POPxo.
According to the firm, it will target young women aged 16 to 27, who constitute the most engaged audience on the POPxo platform. Of this group, half reside in Indian tier 1 cities while the other half reside in tier two and tier three cities.
The makeup kits were conceptualized and created by the POPxo Beauty team in close partnership with the MyGlamm product development team, which has access to feedback from millions of consumers in its network.
“We understood from our customers the products they were looking for, from color schemes, categories to the need for products in kits. We also got a glimpse of newbies who wanted easy-to-use and affordable makeup, ” Gill said.
The brand aims to be the fastest beauty brand to achieve a turnover rate of INR 100 (US $ 13.9) over the next twelve months by leveraging its strong digital connection with the women of the world. generation Y.
“With our reach of 88 million women and our content-to-commerce approach will aim to reach content users with the goal of converting them into buyer users. As POPxo, becoming a content-to-commerce brand has always been our dream and with this launch, we are making it a reality ”, Gill said.
In the future, the company is striving to expand the brand with the launch of new products.
This news follows the formation of the Good Glamm group to consolidate its position as a “digital house of brands” fueled by a content strategy towards commerce.
The newly formed group is a consolidation of digital brands including POPxo, the influencer marketplace Plixxo and the mom and baby platform BabyCharkra.
On October 6, the company announced the acquisition of The Moms Co., a leading brand of DTC for moms and babies.
According to the company, the acquisition is also the largest DTC transaction ever in India in the beauty and personal care segment.
The Good Glamm Group strives to accelerate the presence of The Moms Co. not only in India but also internationally.
It aims to grow The Moms Co. in sales of 500 cr ($ 66.8 million) over the next two years.
“We are very excited about the possibilities of this partnership and look forward to working closely with the team to bring the brand to millions of women across the country through our online and offline presence.” said Darpan Sanghvi, Group Founder and CEO, Good Glamm Group.