Online beauty brand MyGlamm has acquired women-focused content and influencer business POPxo.Priyanka Gill, founder of POPxo, will join MyGlamm’s board and will be designated cofounder of the combined entity. The deal is expected to reduce MyGlamm’s customer acquisition costs, which is one of the highest cost centres for a direct-to-consumer brand. It will also net the venture a wider set of consumer data, which will help it launch new products more effectively.