Sirona Officially Bought Back from The Good Glamm Group, Deep Bajaj Shares News on LinkedIn

Full-circle moments are rare, especially in the startup industry, where mergers and acquisitions tend to close chapters for good. According to news, Sirona, the feminine hygiene brand, was acquired by The Good Glamm Group in October 2022 for Rs. 450 crore. On February 18, 2025, Deep Bajaj, the brand's co-founder, announced in a LinkedIn post that the company had been bought back. Let's examine the brand’s journey, and kudos to it for its full-circle moment.

Past, Present and Future of Sirona

At the time of the acquisition, Darpan Sanghvi, Founder and CEO of Good Glamm Group, stated, “We believe that Sirona’s focus on hygiene products will complement our existing brand portfolio and help us better serve women’s health needs.”

Co-founders Deep Bajaj and Mohit Bajaj stepped down from their active roles early this year and have now resigned as active directors, paving the way for a new chapter in Sirona's journey. Founded in 2014-15, Sirona offers a range of products that cater to women from puberty to menopause. The brand has introduced innovations such as PeeBuddy, a stand-and-pee device for women, and products like herbal period pain patches, an exhaustive menstrual cup range, period stain removers, anti-chafing rash creams, and sanitary disposal bags.

In a recent LinkedIn post filled with joy and gratitude, Deep Bajaj shared, “We have officially bought back #Sirona! Maybe it’s serendipity, or maybe it’s unfinished business—but one thing is clear: we still have more to contribute to the feminine hygiene space. And this time, we return with the same passion, a bit more wisdom, and an even bigger vision to create a meaningful impact.”

Answering the Question, Why?

The major question that everyone’s been asking ever since the news broke is, why sell and then buy the brand back? Deep has answers for it. “The goal was never just to sell, make money, and move on. From day one, the vision was to scale #Sirona and take it global. 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,” he clarified.

With the brand back in the care of the original founders, Sirona seeks second chances, fresh beginnings, and making an even bigger impact.