What’s poppin’ — the Good Glamm Group, which is building a content-led digital commerce empire, is reportedly buying out another content play — this time, influencer-commerce network Bulbul, in an all cash and stock deal.
Bulbul, founded in 2018 and part of the Sequoia Surge program, is backed by giants like Info Edge. Their app basically allows influencers to sell products via live-streaming, while pairing influencers with merchants looking to get their products marketed online. Bulbul powers 100K+ monthly transactions, and majority of the audience comes from Tier II and III cities.
Grand ambitions — FWIW, this would be the 8th acquisition in the last 12 months for the The Good Glamm Group, which is building a dense network of owned-media properties and influencer programs, to push its own D2C products in categories like cosmetics, baby products, apparel and other.
Anyway, Bulbul’s influencer base fits very well with another influencer marketing platform they own called Pixxo. Fyi, GG also owns media properties like Miss Malini and the controversy laden Scoop Whoop.