Meme marketing agency WLDD buys ScoopWhoop from The Good Glamm Group

Content-to-commerce startup The Good Glamm Group has sold its digital media platform ScoopWhoop to meme marketing company Wubba Lubba Dub Dub (WLDD), in what marks the second major sale by the content-to-commerce unicorn in the last week.

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Financial details of the deal

The company confirmed the acquisition in an Instagram post but didn't disclose further details about the deal. According to media reports, the deal is valued at around Rs 20 crore and was inked just a week ago. The agreement is structured as an all-asset sale, with WLDD acquiring ScoopWhoop’s intellectual property but none of its liabilities.

WLDD, which has been in operation for seven years, also runs a creator marketing school in Bengaluru.

Good Glamm's acquisition of ScoopWhoop

In 2021, The Good Glamm Group purchased ScoopWhoop for about Rs 100 crore, viewing it as a way to diversify its digital media properties. However, as the group’s strategic direction began to revolve more tightly around the beauty sector, ScoopWhoop’s predominantly male-oriented audience no longer fit with the company’s goals. 

This sale follows the group’s recent move to let go of Sirona Hygiene, handing the brand back to its original founders.

In recent months, The Good Glamm Group had reportedly considered selling stakes in some of its other brands, such as Organic Harvest, The Moms Co., and content platforms, including POPxo and MissMalini.

However, sources cited by The Economic Times indicated the group would no longer pursue these sales. The potential deals reportedly stalled for reasons ranging from unattractive financials to a shift in strategy at the group level.