MyGlamm and Sirona join The Burrah Project 2025 as official beauty and hygiene partners

Beauty and personal care conglomerate Good Glamm Group has announced its portfolio brands MyGlamm and Sirona as the official Beauty Partner and Hygiene Partner for Punjabi music festival The Burrah Project 2025, which will launch in New Delhi on January 11. 

“At Good Glamm Group, we believe in the power of cultural connections and celebrating what makes us unique,” said Good Glamm Group’s group marketing director Anika Wadhera in a press release. “Partnering with The Burrah Project is a natural extension of our brands’ missions- MyGlamm empowering individuals to express their beauty and Sirona aiming to spark conversations and breaking taboos women face daily around menstrual health and access to clean public washrooms. We’re excited to add glamour and hygiene to this incredible celebration of Punjabi culture.”

As the event’s Beauty Partner, MyGlamm will will present its products at the festival’s ‘Sho-Sha Zone’ where it will offer makeovers, immersive beauty experiences, and festival looks for attendees. As Hygiene Partner, Sirona aims to raise awareness around the topics of menstrual health and access to clean public washrooms, breaking taboos and sharing information. 

The festival will run for two days and it is designed to promote and showcase Punjabi culture. Live music performances by Punjabi artists such as Gurnazar, Ammy Virk, Garry Sandhu, Ghaint Jxtt, and Jass will feature alongside others. By taking part in this event, Good Glamm Group aims to build brand awareness and connect with Indian youth. 

MyGlamm is Good Glamm Group’s direct-to-consumer makeup brand and its products are tailored to South Asian skin tones. The brand partnered with fashion designer Manish Malhotra in 2019 and acquired PopXo in 2020.