MyGlamm is an innovative Indian beauty brand offering clean, cruelty-free makeup and skincare products formulated with skin-friendly ingredients.
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See all ads on AdLibrary →MyGlamm is a Mumbai-based beauty brand founded in 2015 by Darpan Sanghvi, later joined by Priyanka Gill (founder of POPxo) and Naiyya Saggi. The brand pioneered India's content-to-commerce model by acquiring POPxo's large millennial women's audience as an owned media and product launch platform, operating under the Good Glamm Group umbrella.
MyGlamm's paid strategy benefits uniquely from its POPxo media ownership — content created for editorial audiences is repurposed as paid creative, dramatically reducing content production costs. Influencer-launched products arrive in the market with pre-built audiences and UGC before paid spend begins. Browse MyGlamm's ads at MyGlamm on Ad Library.
Instagram is the core discovery platform, where MyGlamm's creator partnerships and makeup tutorial content perform strongly. Facebook carries retargeting and conversion campaigns. The POPxo audience lookalike targeting provides MyGlamm with high-quality cold audiences built from proven beauty content engagement.
Core themes: trend-forward makeup, creator-endorsed beauty, and affordable luxury. Product launches are positioned as cultural moments tied to fashion seasons and beauty trends. The connection to POPxo's editorial voice lends copy a peer-recommendation quality that distinguishes MyGlamm from more generic beauty brand advertising.
MyGlamm's acquisition of POPxo is the most explicit example in India of a brand buying its distribution rather than building it. Owning the media channel provides sustainable CAC advantage that no amount of paid budget can replicate long-term. For beauty brands, the insight is clear: content audiences are more valuable than ad impressions, and brands that own editorial communities convert at meaningfully lower costs.
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