Content-to-commerce platform The Good Glamm Group has completed the 100% acquisition of Sirona Hygiene.WHO: Founded in 2014 by Deep and Mohit Bajaj, Sirona Hygiene focused on women’s health and hygiene in India offering products designed for women from puberty to menopause.The Good Glamm Group comprises a portfolio of innovative and fast-growing direct-to-consumer (DTC) beauty and personal care brands, powered by its proprietary digital ecosystem of content and creator assets. With a vision to become the "global, digital-first, fast-moving consumer goods (FMCG) conglomerate of the future," The Good Glamm Group brings together leading brands across color cosmetics, haircare, mom and baby, intimate hygiene, and organic personal care. The portfolio comprises MyGlamm, The Moms Co, Organic Harvest, St Botanica, and WYN Beauty by Serena Williams.IN THEIR OWN WORDS: “Sirona has been a very disruptive brand and a lot of credit goes to its founders. The brand started by solving the unmet needs of women. Its products are also breaking taboos, and I see it as a very different brand in our portfolio because it has a category of products that none of our other brands cater to. Can it go out and take on the likes of giants by taking femtech to the mainstream and that is what we are looking to do in the next phase of Sirona,” Darpan Sanghvi, founder of Good Glamm, told the Economic Times India.“Building Sirona wasn’t easy—there were moments of struggle, doubt, and hardship. But through it all, what kept us going was the unwavering belief in our mission and the trust of those who stood by us,” said Mohit about the deal.