Feminine Hygiene Startup Sirona Reclaims Brand from The Good Glamm Group

By: WE Staff | Tuesday, 18 February 2025

• Sirona repurchased its brand from The Good Glamm Group, aiming to regain control and operate independently.
• The move follows payment issues and The Good Glamm Group's financial struggles, reflecting Sirona’s push for autonomy.

Sirona, a feminine hygiene brand, has successfully repurchased its brand from The Good Glamm Group, allowing the startup to operate independently. This marks a rare instance of a startup reclaiming its brand post-acquisition, highlighting Sirona's drive to take full control of its future. Deep Bajaj, co-founder of Sirona, shared on LinkedIn, "For two years, we nurtured the brand with GoodGlamm before stepping away. We had a good run together, with its highs and lows. But with Good Glamm’s changing priorities, we felt the best way forward was to reclaim the brand and lead its next phase of growth ourselves."

This move follows The Good Glamm Group's full acquisition of Sirona Hygiene for Rs 450 crore ($60 million) in an all-cash deal, finalized just four months ago. However, before the deal’s conclusion, Sirona’s co-founders and stakeholders issued a default notice to The Good Glamm Group, citing unmet payment obligations. Despite these tensions, Sirona has now chosen to repurchase the brand, signaling a desire to regain control over its vision and strategy.

Sources suggest that the repurchase was primarily funded by the personal capital of Deep and Mohit Bajaj, with the buyback occurring at a discounted price. Although The Good Glamm Group has refrained from commenting on the matter, the repurchase is seen as a strategic decision to allow Sirona to chart its course once again, independent of the larger conglomerate.

Founded in 2015, Sirona is known for its innovative feminine hygiene products, including PeeBuddy, herbal period pain patches, menstrual cups, and anti-chafing creams. Its unique offerings have made it a notable player in the personal care space, but the brand's future now hinges on its ability to grow autonomously.

This repurchase comes at a time when The Good Glamm Group has been facing financial struggles, including salary delays and layoffs. With the company currently negotiating a funding round at a significantly lower valuation, the situation reflects broader challenges for the group. Meanwhile, Sirona’s return to independence presents an exciting new chapter for the brand and its customers.