Founded in 2017, MyGlamm claims to be the fastest-growing direct-to-consumer (DTC) beauty brand in India with investors such as international firm L’Occitane Groupe.
The brand has over 600 SKUs spanning make-up, skin care and personal care and is available via an online website, a mobile application as well as 4,000 offline points of sales across 50 cities of India.
Recently, the company released the Treat Love Care Foundation, the first product it has developed with the input of its consumers.
“MyGlamm is spearheading a paradigm shift in the way beauty products are formulated and marketed to women. We have moved control from the boardroom to the real decision-makers – our users,” said founder and CEO Darpan Sanghvi.
Sanghvi told CosmeticsDesign-Asia that he saw co-creation as the future of the company.
“Co-creation is clearly the future for MyGlamm. If brands want to stay relevant to consumers in the long run, being connected to the consumers this way is essential. It’s been phenomenal to engage with users and allow them to be part of the journey.”
He revealed that for 2021, half of the company’s products will be co-created.
“This is an ongoing process. You will see that in the next 12 months, 50% of our products will be developed with co-creation. We’re very focused on this.”
Real-time data
In August, the cosmetics company acquired digital content platform POPxo with the intention of diving into co-creation.
“The POPxo acquisition was a huge gamechanger for us. Before, we could connect with 5,000 to 10,000 a month. Now, we are connected with more than 100,000 women who give us insights every month – that's serious scale,” said Sanghvi.
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December 14, 2020 at 09:03AM
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MyGlamm expects 50% of new products to be developed through co-creation in next 12 months - CosmeticsDesign-Asia.com
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