The Good Glamm Group partners with Akshay Kumar to launch Men's care products

Content-to-commerce unicorn The Good Glamm Group (GGG) said has entered into a joint venture (JV) with Bollywood actor Akshay Kumar to launch a range of holistic personal care and wellness products for men.

As part of the development, Akshay Kumar has made a significant investment in the upcoming brand and will be closely involved in both product and brand development.

The joint venture between the Good Glamm Group and Akshay Kumar developed over a shared vision of creating holistic personal care and wellness products formulated using active, natural and efficacious ingredients with a high degree of innovation not previously seen in India, the company said.

The development comes after The Good Glamm Group acquired a 51% stake in Twinkle Khanna-founded digital media company Tweak India in a cash-stock deal.

Akshay Kumar, who is known for his disciplined personal care and wellness regime for the last forty-five years, is expected to launch the brand by mid-2023.

Commenting on the development, Akshay Kumar, said, “I have always wanted to create natural yet efficacious products based on all the learnings I have had and practised in holistic wellness. The Good Glamm Group has built some of India’s largest and most loved DTC beauty & personal care brands and is very unique in its content-creator-commerce strategy. I am really excited about the products we will be developing and the business that we will be building together.”

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