The Good Glamm Group has officially divested ScoopWhoop, its digital media arm, to Wubba Lubba Dub Dub (WLDD), a marketing agency. The sale, reportedly valued at approximately Rs. 20 crore, is part of Good Glamm’s strategic move to refine its business focus.
ScoopWhoop, a platform known for its content tailored towards a male audience, no longer aligned with The Good Glamm Group’s core emphasis on the beauty and personal care sector. This misalignment drove the decision to offload the media brand. The deal, finalized in under a month, involves an all-asset sale, meaning WLDD has acquired ScoopWhoop’s intellectual property but has not taken on any of its past liabilities.
Good Glamm Group had initially acquired ScoopWhoop in 2021 for Rs. 100 crore, aiming to leverage its digital reach. However, with a growing emphasis on beauty-driven content and commerce, the company opted to part ways with the platform.
WLDD, a seven-year-old marketing firm based in Bengaluru, specializes in digital and creator-driven campaigns. The addition of ScoopWhoop to its portfolio is expected to strengthen its presence in the digital media landscape. The firm also operates a creator marketing school, which could benefit from the acquisition by integrating ScoopWhoop’s reach and content strategy.
The sale of ScoopWhoop comes on the heels of another recent divestment by Good Glamm Group—the sale of Sirona Hygiene back to its original founders, Deep Bajaj and Mohit Bajaj. These moves are part of the company’s broader financial restructuring plan, aimed at optimizing resources and ensuring financial stability. Reports suggest that Good Glamm Group is also considering selling other assets, including The Moms Co., Organic Harvest, and media brands like Miss Malini, Bulbul, and PopXO.
As Good Glamm Group continues to recalibrate its business model, the ScoopWhoop sale marks another key shift in its journey, allowing the company to sharpen its focus on the beauty sector while enabling WLDD to expand its media footprint.
