Good Glamm Group has appointed Sukhleen Aneja CEO, Beauty Brands and FMCG.
In her new role, she will be responsible for creating a strategic roadmap to lead digital first
brands, integrating and evolving recent corporate acquisitions and leveraging the digital ecosystem, including content, creators and communities.
Aneja leaves Reckitt, where she was CMO, South Asia, Hygiene Portfolio.
She will report to Darpan Sanghvi, Group Founder and CEO, Good Glamm Group.
Sanghvi said, “We are extremely happy to have Sukhleen on board as we strive to create South Asia’s largest digital beauty conglomerate. She brings with her an immense wealth of experience in building strong beauty and personal care brands, combined with strong business acumen and customer focus. Sukhleen will be instrumental in defining the next phase of Good Glamm’s evolution on building the home of brands, including recent acquisitions like The Moms Co. and St. Botanica.
Aneja added, “I am delighted to join the Good Glamm group at a time when the D2C revolution in India is just beginning. Beauty and personal care remain vastly underutilized online and this is where the opportunity to build strong and powerful consumer-centric brands lies by leveraging the unique digital and content ecosystem that the group has. built.
With almost 20 years of experience, she has also worked with companies like Hindustan Unilever and L’Oréal Paris.
We caught up with Aneja to learn more about her new role, the evolution of the beauty category and the way forward for the company.
How will you approach your transition from CMO to CEO? How different do you think the two will be?
I have spent a large part of my career in beauty. In my experience at Reckitt too, I have worked on several personal care brands. There is category knowledge and expertise that I already bring with me. However, in the transition from marketing to CEO, I would rely heavily on the complementarity and synergies that exist within the team. There is enormous leeway to expand beauty and personal care online and offline. As I step in, I will be very keen to build on what is already working well and strengthen areas that could allow us to achieve greater scale and agility, while unblocking the news. companies arriving.
You have already worked at L’Oréal and HUL. How has the beauty category evolved since you last worked there?
Beauty has taken a giant leap forward. You can map the inflection points in a very linear fashion to see how the changes have occurred. The D2C revolution in India has just started. Growing up, we put great faith in the brands that we have seen from our past. The amount of experimentation that is going on in the beauty field right now, especially with new-age brands, is phenomenal. The kind of risk that was previously associated with trying new brands has really gone down. The change that is happening is also coming from the young consumers entering the fold. They are much more risk averse and open to trying new things. So if your products are fantastic, the consumers are really willing to give you a chance. This is the perfect time for new brands to be born and created.
The Good Glamm Group acquired five companies in 2021, the most recent of which is MissMalini. As 2022 approaches, are we expecting more acquisitions or will it be a consolidation?
The way we integrate the businesses we acquire and the extent to which we are able to support and grow them, that is where the magic would lie. There are going to be a lot of strategic acquisitions that are going to be relevant to making the company a great conglomerate in the digital space. However, a lot of them must be well thought out, but you’ll see a lot more action coming our way.
What can brands do to expose false beauty stories and empower young women?
As marketers, especially those who work in the beauty field, we all need to be responsible for creating a story that inspires women, inspires confidence and does not at any point trivialize or trivialize them. feel inferior. All the beauty is either in prevention or in improvement. Why reduce it to beauty alone? Categories like medicine, too, are either for curative purposes or for preventive purposes. The important thing for the beauty industry is, to be honest. If you make a claim about improvement, it should always be backed up by science, clinic, and research. At no time should you deceive a consumer. This is where the responsibility lies. You will always have taking consumers.
How do you anticipate the D2C category in five years?
There will be a lot of action – with a lot of money from investors in this space and fantastic entrepreneurs trying spaces that have never been tried before. With the increase in D2C and online adoption, there will be a lot more brands that are going to be built and a lot more consumers to choose from.