The Good Glamm Group has made its debut in the US market through a collaborative effort with tennis icon Serena Williams to introduce a novel brand—Wyn Beauty by Serena Williams.
This venture is in conjunction with the renowned US-based beauty retailer Ulta Beauty. Initially, Wyn Beauty will concentrate solely on the US market for the initial 12 months, subsequently venturing into India and other global markets.
In a press release, Serena Williams expressed, “To me, beauty has always been about self-expression and stepping into the best version of myself. Beauty is a field where everyone wins. You set and define your own personal goals and standards. Wyn isn’t about being the best, but your best.” The brand is set to offer 91 shades across 10 distinct products spanning the face, lip, and eye categories.
Darpan Sanghvi, the founder of Good Glamm Group, reflected on the journey, stating to Forbes India, “This was just a crazy entrepreneur, trying to have a crazy dream. Today, after three years of working on that dream, it is coming to reality.” Sanghvi’s vision of establishing a global beauty brand from India led the team to recognize the significance of penetrating the US market, projected to reach a revenue of USD 100.3 billion in the beauty & personal care sector in 2024, with an annual growth rate of 2.4 per cent (CAGR 2024-2028) according to Statista.
Securing Serena Williams as a partner was a crucial step for the Good Glamm Group. Sanghvi emphasized the effort put into persuading Williams, who recognized the differentiation brought forth by the company’s tech and data-driven approach.
Despite the competitive landscape with numerous celebrity-led beauty brands emerging from the US, Sanghvi remains optimistic, citing the continuous emergence of new and exciting brands annually in the US market. Wyn Beauty products are set to be available in almost 700 offline stores of Ulta Beauty, marking it as one of the significant beauty launches in the US for 2024.
In terms of financials, the Good Glamm Group reported a turnover of Rs 650 crore for FY23. To facilitate its international expansion, the company has invested approximately Rs 250 crore over the past three years. Anticipating that the international business will contribute 25 to 35 per cent of total group revenues by the following year, Sanghvi underscores the strategic importance of international expansion as they prepare for their IPO in October 2025.
