In a strategic partnership that supports its brand philosophy of individuality and inclusive beauty, MyGlamm, India’s fastest-growing DTC beauty brand within the Good Glamm Group, has joined hands with Miss Universe India 2024 as its Official Makeup and Beauty Partner. The partnership, revealed in September 2024, is a landmark moment for the Indian beauty market, bringing together glamour, empowerment, and national pride on an international platform.

Under this alliance, MyGlamm will handle the entire beauty experience for all the contestants in the coveted pageant. From glam makeup looks to backstage skincare preparation, the brand will deploy its entire bouquet of beauty knowledge on the stage, culminating at the grand finale on September 22, 2024, at Zee Studios in Jaipur.

A Beauty-Forward Partnership Built on Empowerment
The Miss Universe India franchise, newly owned by the Glamanand Group, is headed by Nikhil Anand as the National Director. Best known for his bid to bring modernization and globalization to India’s foray in pageantry, Anand stressed the values alignment of Miss Universe India and MyGlamm.

“We are thrilled to welcome MyGlamm as the Official Makeup and Beauty Partner for Miss Universe India 2024. Both brands unite on a spirit of individualism and empowering women. MyGlamm’s mission of enhancing beauty for self-expression will bring confidence and poise to each participant,” said Anand.

The collaboration ensures every finalist is treated to an individualised beauty make over, from the diverse range of MyGlamm’s portfolio of cruelty-free high-quality products. A squad of experienced makeup professionals and skin gurus will tailor individual looks to every contestant’s skin colour, personality, and performance quality on stage.

Why MyGlamm and Miss Universe India Make a Perfect Match
For MyGlamm, it’s not only a beauty endorsement—it’s a purpose statement. Commenting on the collaboration, Ketan Bhatia, Group Brand Director at Good Glamm Group, said:

“As a brand that champions individuality and celebrates beauty in all its forms, MyGlamm is thrilled to partner with Miss Universe India 2024. Our goal is to help each contestant amplify her natural beauty and radiate confidence as she prepares to take on the global stage.”

This alliance is in line with when MyGlamm is aggressively growing both online as well as offline channels, generating high-impact visibility through star associations, product development, and now, beauty pageants of national caliber.

Building Transformative Beauty Experiences
MyGlamm’s role extends to being more than a backstage hand-holding. The brand will be conducting interactive beauty sessions, masterclasses, and tutorials during the pageant season, providing useful insights to contestants in stage-ready makeup, skincare processes, and presentation.

These sessions will have multiple benefits:

Empowering contestants through knowledge and confidence
Spurring MyGlamm’s interaction with a new generation of beauty-aware audiences
Every contestant will also be gifted a customized beauty kit, handpicked by MyGlamm experts, so that they are equipped with the tools required to present their best selves at every level of the competition.

Strengthening Cultural and Global Reach
With this collaboration, MyGlamm stands not only as a cosmetics brand but as a driver of cultural representation and confidence among Indian women. As Miss Universe India 2024 goes on to represent the nation on the international Miss Universe platform, MyGlamm’s creativity will get an opportunity to shine at the global level.

The grand finale on September 22 at Zee Studios, Jaipur, will be expected to attract widespread interest, with celebrities, designers, media, and fashion houses attending.

A Wider Strategy for the Good Glamm Group
MyGlamm’s owner, the Good Glamm Group, has undertaken a string of strategic partnerships and acquisitions to cement its position as a content-to-commerce beauty leader. Leveraging strong digital content platforms and an expanding portfolio of personal care and beauty brands, the group has remained committed to combining storytelling with product offerings.

This connection with Miss Universe India brings to its brand a new element: live experience and exposure, especially to the aspirational and Gen Z segment.