Inside Good Glamm’s collapse: A timeline of how the crisis unfolded

The Good Glamm Group is breaking up after lenders enforced their charge on individual brands owned by the embattled startup. The unceremonious end to the content-to-commerce startup’s run as a ‘house of brands’ conglomerate comes after missed funding opportunities and the subsequent cash crunch.

After its rebranding four years ago, Good Glamm went on an aggressive acquisition spree to create an arrangement where it would use content platforms to market its beauty and personal care products. It often overpaid for brands that struggled to scale…