Signs of the first major consolidation move in Beauty and the personal care section, The good glam group (in the past myglam) has acquired direct-to-consumer (d2c) mother and baby brand moms cum.

Though the companies declined to comment on the financial profile of the deal, sources said the transaction – a mix of cash and equity – would be worth Rs 500 crore.

The deal is the largest M&A in the D2C beauty and personal care segment, with
Received massive investor interest in the last one year. The Good Glam Group
Baby cycle achieved earlier this year and material and
commerce platform PoPXo in 2020.

“This takeover Darpan Shanghvi, Cofounder and CEO, Good Glam Group, told ET, “It gives us entry into the skincare category and plays well in the mom and baby category.

“We want to grow The Moms Company to a revenue run rate of Rs 500 crore in the next 24 months,” he added.

At present, the annual revenue run rate of the company is Rs 150 crore. It is a projection of upcoming revenue based on revenue already earned.

“The place we are in is led by content, community and trust in the brand. And being part of the Good Glam Group will help us scale distribution and scale,” said Malika Sadani, cofounder and CEO, The Moms Company.

According to Sadani, the company was looking at raising a larger round from investors, but instead chose to merge with The Good Glam Group for synergies.

The Moms Company is backed by DSG Partners and Sama Capital and other angel investors such as Beardo founders, Ashutosh Valani and Priyank Shah.

Founded in 2016, The Moms Company started with serving mom and baby categories and then diversified into women’s skincare products. Today, it sells through 1,500 retail touchpoints. The adoption of this individual care and child care categories is expected to grow from the group to over 20,000.

Last week,
MyGlamm said it has closed its extended Series C round with a total funding of Rs 755 crore ($100 million).. Shanghvi had told ET that the company would make four to six acquisitions in the hygiene, bath and body, skin, hair and natural categories in the next 90-180 days.

“These acquisitions will be done using around 30-40% cash, 30% stock swaps and around 30% earnings for the founders,” Shanghvi had said.

The acquisition of The Moms Company is the first in a series.

D2C brands in the beauty and personal care segment are growing at an unprecedented rate and attracting capital from risk-averse investors.

Companies like IPO-bound
hero, Sugar Cosmetics, Purple, Plum, Mamaearth are the big players in the market.