D2C beauty brand MyGlamm acquires POPxo

MyGlamm, the direct-to-consumer beauty brand, has acquired POPxo , a company that focuses on content for women. Priyanka Gill, Founder and CEO, POPxo will be joining the MyGlamm board as it’s co-founder.Both the brand will retain their identities post the acquisition. POPxo has over 43-million monthly active users across all platforms. Every month, the team creates over 1,500 stories, 80 videos resulting in users spending over 3 million hours consuming POPxo content. Darpan Sanghvi ,founder MyGlamm said after this deal, the company will be able to save 60-70 per cent of the Rs 40-crore it spends annually on marketing. Gill said through this move, her company will be able to monetise the content on her platform. MyGlamm and POPxo aim to co-create, launch and market products in the beauty and lifestyle category.