The Fall of a Beauty Giant: Good Glamm Group Confirms Brand Sell-Off

Good Glamm Group will no longer operate as one. Its brands including MyGlamm, Sirona, and The Moms Co. will now be sold individually as lenders enforce recovery plans.

The content-to-commerce story that once defined India’s digital beauty landscape is now coming undone. In a candid and emotional LinkedIn post, CEO Darpan Sanghvi confirmed that the Good Glamm Group is being broken up. The conglomerate that once unified beauty, parenting, and personal care brands under a single umbrella will now see its individual brands sold off to new owners. Lenders have taken charge, and the group as we know it is officially being dismantled.

Founded in 2021, the Good Glamm Group rose swiftly by acquiring a portfolio of promising brands. From MyGlamm and POPxo to Sirona, Organic Harvest, and The Moms Co., it built an empire designed to fuel a content-led commerce revolution. But what began as a bold expansion eventually became a burden. The rapid-fire acquisitions, as reported by The Economic Times, were often overpriced and failed to scale as expected, putting heavy pressure on the company’s finances.

Now, Sanghvi says each brand will be sold one by one, with new owners taking control. This shift is not just a business restructuring. It is a moment of reckoning for employees and vendors. Addressing them directly, Sanghvi pledged that 25 percent of his post-tax earnings from any future salary or venture gains will go toward settling unpaid dues if the incoming owners cannot. He also announced a 'Good Glamm Restitution Fund' to be established in the next sixty days, backed by equity from his next venture.

Sanghvi’s message offers a rare look at corporate downfall with personal accountability. He did not blame the market or shy away from acknowledging the missteps. Instead, he promised to work alongside future brand owners to help vendors recover and rebuild the trust that once powered the Good Glamm ecosystem.

This moment marks the end of a vision that tried to marry storytelling with shopping. As each brand moves forward under new leadership, one thing is clear—the model may be broken, but the people behind it are not walking away from responsibility.

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