Good Glamm Group partners with Dharma Productions to feature beauty goods in movies

Direct to customer beauty and personal care brand operator Good Glamm Group has signed a three- year agreement with media business Dharma Productions. As part of the arrangement, products by Good Glamm Group’s beauty brands will feature in Dharma Productions’ theatre and OTT (over the top platform) releases.

“Such associations are long-term brand building platforms for us; as for the movies and releases, these will be promoted through our brand assets,” said Good Glamm Group’ founder and CEO Darpan Sanghvi, the Economic Times reported. 
 
The partnership will include placements for Good Glamm Group’s cosmetics in movies, co-branded product lines, and limited edition launches. The businesses will also work together on marketing campaigns. 

“Our focus is to get to profitability now,” said Sanghvi. “In the next two quarters, we have to become profitable so that we can look at a successful IPO [initial public offering] next year. If our profitability plans are on track, we get three- four quarters of profitability and growth. Then we can look at the IPO by Diwali 2025.” 
 
Good Glamm Group has acquired a portfolio of brands in the personal care market including Organic Harvest, BabyChakra, St Botanica, The Moms Co, and Sirona among others. The business is currently focusing on scaling up its existing brands before acquiring new ones.