The Good Glamm Group partners with Akshay Kumar to enter personal care segment

The partnership will see the two parties invest capital and work together to launch a direct-to-consumer personal care brand for men.

The Good Glamm Group will use its research & development, offline distribution network and resource base to scale the brand while the actor will be involved in product development and marketing initiatives.

Commenting on the partnership, Darpan Sanghvi, group founder CEO of the Good Glamm Group in a statement said, “Akshay epitomises 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.”

Akshay Kumar added, “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.”

The Good Glamm Group had acquired Akshay’s wife Twinkle Khanna’s digital content business Tweak India last year.

Founded by Darpan Sanghvi, Priyanka Gill and Naiyya Saggi, Good Glamm Group has partnerships with several actors and celebrities for their brands across categories.