The Good Glamm Group and actor Akshay Kumar have come together to create a joint venture that will launch holistic personal care and wellness products for men.
Both Akshay Kumar and the Good Glamm Group will invest capital and work together to scale the business.
In a press statement, the company said, “The joint venture between the Good Glamm Group and Akshay Kumar developed over a shared vision of creating holistic personal care and wellness products formulated using active, natural and efficacious ingredients with a high degree of innovation not previously seen in India.”
The company further said that Kumar’s tried and tested regime will be introduced in the product range which is expected to launch by mid-2023.
The joint venture will leverage the Good Glamm Group’s content-creator-commerce moat to drive DTC revenues through 200 million MAUs of Good Media Co and over 1 million influencers of Good Creator Co; in addition to the R&D strengths and offline distribution network of Good Brands Co across over 150 cities in India.
Kumar said, “I have always wanted to create natural yet efficacious products based on all the learnings I have had and practised in holistic wellness. The Good Glamm Group has built some of India’s largest and most loved DTC beauty & personal care brands and is very unique in its content-creator-commerce strategy. I am really excited about the products we will be developing and the business that we will be building together.”
Darpan Sanghvi, Group Founder & CEO, The Good Glamm Group, said, “Akshay epitomizes hard work, discipline and age-defying looks based on natural principles of holistic wellness. We couldn't think of a more authentic, trusted and knowledgeable partner to develop and launch this unique product line with.”