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The Good Creator Co. Launches with $26.8MM Investment

January 12, 2022 BeautyMatter
January 12, 2022

The Good Glamm Group spun off Plixxo, MissMalini, Winkl, and Vidooly to launch The Good Creator Co. with a $26.8MM seed investment.

WHO: India's leading influencer management, marketing, and analytics platforms Plixxo, MissMalini, Winkl, and Vidooly have come together as the Good Creator Co., India's largest creator ecosystem. The business was co-founded by Malini Agarwal, Nowshad Rizwanullah, and Mike Melli (from MissMalini Entertainment), Rahul Singh & Nikhil Kumar (from Winkl), and Subrat Kar, Nishant Radia, and Ajay Mishra (from Vidooly). The vision of the business is to create a full-stack, global creator ecosystem providing cutting-edge technology and solutions to influencers and brands.

The Good Creator Co. will offer content creators and influencers access to brand campaigns, extensive monetization opportunities, as well as affiliate and creator commerce programs, celebrity talent management services, and more via the app. It will provide brands access to detailed content and creator data analytics, and a brand-to-creator collaboration platform along with innovative content creation solutions.

The Mumbai-headquartered start-up Good Glamm Group is the umbrella company for MyGlamm and its portfolio of brands. The group has more than 4 million customers and is available at over 20,000 digital and physical points of sale across India, acquiring 350,000 new customers every month on average. The Good Glamm Group is valued at over $1.2 billion and backed by marquee investors.

WHY: Plixxo and Winkl have 250,000 influencers and reach 70+ million users every month. Vidooly is one of the world's leading content and creator analytics companies. MissMalini is a leading celebrity and macro influencers talent management and creative agency. The Good Glamm Group consolidated these businesses under one independent umbrella and technology stack. Together these capabilities and influencer reach make the Good Creator Co. a creator powerhouse unified with and backed by a highly scalable technology platform.

IN THEIR OWN WORDS: "As the Good Glamm Group, we have always believed that content and creators coming together with commerce is the future for direct-to-consumer brands. With this in mind we partnered with the best creator companies and welcomed MissMalini, Winkl, Vidooly and Plixxo to the Good Glamm family. Today we are proud to announce the formation of the Good Creator Co—India's largest creator ecosystem empowering millions of creators to scale up and be financially independent as well as offer the easiest solution for brands to work with creators at scale," says Priyanka Gill, co-founder, Good Glamm Group, and founder & CEO, Plixxo.

"I am super thrilled to become a Co-founder at Good Creator Co! Being a first-mover in the influencer industry as ‘MissMalini’ this is a huge opportunity to give back to the creator community through dream projects like the Creator Academy, Creator House, Creator Studio, and elevated events, experiences and so much more. We look forward to joining forces with Plixxo, Winkl and Vidooly to form India's leading Influencer ecosystem!" says Malini Agarwal, co-founder, Good Creator Co., and founder, MissMalini Entertainment.

"We're excited to join hands with the Good Glamm Group to form the Good Creator Co, to build the largest creator ecosystem in India. To make this happen, we are leveraging our expertise in product & technology at scale to bring creators across niches, categories and audience sizes on a single platform. This aligns perfectly with Winkl's original vision of empowering millions of creators to become large brands in themselves and helping them become financially independent, and the formation of The Good Creator Co is the perfect home to bring our vision to life," says Rahul Singh, co-founder, Good Creator Co., and co-founder & CEO, Winkl.

"In today's world, data alone doesn't do it. It's the journey of translating data into information into insights into knowledge. This partnership will address a lot of pain points in the online video & influencer marketing space, related to performance and KPIs. We are thrilled to join ‘The Good Creator Co.’ Vidooly's actionable insights clubbed with the network and reach of our fellow GCC companies should revolutionise the budding creator economy in the country," says Nishant Radia, co-founder, Good Creator Co., and co-founder & CMO, Vidooly.


  • The Good Glamm Group spun off Plixxo, MissMalini, Winkl, and Vidooly to launch The Good Creator Co. with a $26.8MM (Rs 200cr) seed investment.
  • The Good Glamm Group acquired influencer marketing platform Winkl and content and creator analytics start-up Vidooly, adding the businesses to their broader beauty and personal care portfolio.
  • The Good Creator Co. currently has a Rs 75cr revenue run rate and is targeting a Rs 250cr revenue run rate by December 2022.
  • The Good Creator Co will function independently and will look to raise further rounds of capital from external investors.

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