Good Glamm Group acquires Sirona Hygiene for ₹450 crores in all-cash deal

Beauty and personal care brand Good Glamm Group has acquired Sirona Hygiene for ₹450 crores (approximately $60 million) in an all-cash transaction. This acquisition is noted by the company as one of the largest cash exits for a direct-to-consumer startup in India, particularly within the FemTech space.

Sirona Hygiene, co-founded by Deep and Mohit Bajaj in 2014-15, specialises in a range of women’s health products. The company’s innovations include the PeeBuddy, a stand-and-pee device, menstrual cups, and herbal period pain patches. It has gained significant traction, reportedly selling over 20 lakh menstrual cups and 50 lakh PeeBuddy devices.

The Bajaj brothers stepped down from their active roles earlier this year and have now resigned as directors, according to the Good Glamm statement. The acquisition will provide benefits to Sirona employees through accelerated ESOP vesting.

Good Glamm Group previously invested ₹100 crores in Sirona, resulting in substantial returns for early investors. Since that investment, Sirona has tripled its revenues, emphasizing its commitment to innovation and social impact through initiatives like the Sirona Foundation, which has educated over 100,000 girls on menstrual hygiene.

Deep Bajaj reflected on the journey, stating that while the path has been fraught with challenges, the acquisition serves as validation for their efforts.

Darpan Sanghvi, Founder and CEO of Good Glamm Group, said, “With Sirona’s pioneering spirit and our collective resources, we are excited to elevate the brand to new heights, creating a lasting impact on women’s wellness globally through innovative solutions and products.”

Good Glamm Group, founded in 2021, boasts a portfolio that includes brands like MyGlamm and The Moms Co. The group operates multiple content platforms, reaching over 150 million monthly active users, and is backed by investors, including Warburg Pincus and Accel.

The acquisition of Sirona aligns with Good Glamm’s strategy to expand its influence in the wellness sector, reinforcing its commitment to women’s health and hygiene solutions.

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