Good Glamm Group explores discussions to sell MissMalini

Content to commerce and beauty business Good Glamm Group is exploring discussions to sell off its media and influencer management business MissMalini Entertainment to marketing agency Creativefuel. 

The proposed deal is in the stage of advanced discussions and could see MissMalini sell for approximately Rs 4 crore, ET Retail reported, citing anonymous sources close to the development. The deal would transfer the ownership of the MissMalini social media accounts and domain name to the buyer but Good Glamm Group would keep its influencer management arm. 

Good Glamm Group acquired MissMalini Entertainment in 2021. The deal included the community platform Girl Tribe, media business MissMalini Media, creative agency Agent M, production business MM Studios, and talent agency Ignite Edge. The deal had a value of around Rs 70 crore to Rs 80 crore but sources totalled the actual acquisition at around Rs 3 crore at the time, made up of both cash and equity, the Economic Times reported. 

Good Glamm Group has sold off several of its assets recently including feminine hygiene brand Sirona in February and digital media business ScoopWhoop. Good Glamm Group’s brands include its private label beauty brand MyGlamm, personal care brand The Moms Co, and skincare brands Organic Harvest and St Botanica among others, according to its website.