GlobalBiz, a direct-to-consumer brand roll-up from Firstcry, has acquired Desi Millennials. skincare brand Prolixor, the company said. After this this is the third startup
acquired health startup The Better Home, an endmeal and sustainable home care product manufacturer.

Founded in 2018 by Jayesh Hans, Mayur Mahajan and Aditya Sharma, Prolixor develops high quality, affordable products with progressive formulations that cater to Indian skin types.

It offers skin care products like seaweed face masks, scrubs, very berry moisturizers, science-backed serums and more. The company said several Prolixer products have emerged as social media trends.

With this acquisition, globalbees It has entered the personal care segment, which is expected to reach $37.2 billion in India by the year 2025, the release said.

“The Prolixor team has a deep understanding of what young people are looking for in their skincare regimen. The company has established itself as a market leader in its niche. Nitin Agarwal, CEO, GlobalBeez said, “With its unique offerings, proprietary products and unquestionable knowledge, the brand has strong growth potential to disrupt the skincare market globally.

The founders and 25+ members of Prolixr will join Team Globalbees and continue to drive the business.

“This is a turning point for our company. We have established Prolixor as an innovator in skincare wellness with research-backed products that appeal to the diverse needs of the youth of this country. GlobalBees With this, we strive to make our homegrown brand a leader in the Indian and global skincare market,” said Mayur Mahajan, Cofounder, Prolixor.

The brand currently sells on over 25 marketplaces such as Nykaa, Amazon, Purple, and more.

armed
$150 million in debt and equity, making it its Series A . raised as part of In July this year, GlobalBees, founded by FirstCry founders and Agarwal, is looking to invest in 30-35 brands across various D2C categories, including fast-moving consumer goods (FMCG), sports, home organizations and lifestyle.

The aggregator model is gaining momentum in India. such firms to acquire Small brands and products in niche categories help them scale by providing expertise in streamlining, marketing, cataloging, warehousing and distribution.

Firms like Flipkart and Tiger Global-backed
Goat Brand LabsMensa Brands, started by the former CEO of Myntra, is one of 10Club’s other companies in the region.

The US-based company pioneering the model is Thracio
looking to enter india And it has made its first acquisition here with a consumer durables brand — Lifelong, ET reported earlier this month. On Monday, after Carlos Cashman, Thresio’s co-founder and CEO,
raising $1 billion from investorsSaid that he is planning to enter India.