Greater than a decade after the model’s founding, Glow Recipe is seeing the fruits of its labor.
Underneath the management of cofounders and co-chief govt officers Christine Chang and Sarah Lee, Glow Recipe’s thought of strategy to growth (by way of each geographies and classes) has culminated in a worldwide powerhouse, one which WWD is honoring as its 2025 Worldwide Magnificence Model of the Yr on the Saudi Style Awards and Gala Dinner being held in Riyadh on Thursday.
In accordance with the model, it’s one among Sephora‘s high 5 manufacturers globally, and within the U.S. alone, its shopper base grew 97 p.c from 2023 to 2024. Gross sales are anticipated to be a near-even cut up between North America and worldwide this 12 months, with the previous projected to comprise 54 p.c whereas the latter will hit 46 p.c.
For Lee and Chang, L’Oréal alumnae who married one of the best of skincare with scientific backing and recognizable hero elements for the plenty (watermelon, anybody?), numbers like that aren’t on accident.
“We simply launched Europe up to now 12 months, which is an enormous market,” Chang stated. “On the innovation aspect, we’ve had current launches, in addition to a very thrilling skincare launch developing within the second half. Lastly, there’s the neighborhood and the social aspect.”
In different new factors of sale, the model not too long ago ventured into Latin America, notably in Mexico and Brazil. “We’re getting superb reception from these markets,” Lee added.
These strikes occurred concurrently with Glow Recipe’s deepening partnership with Sephora, equivalent to an endcap with the model’s tinted skincare providing, which sits individually from its current area within the retailer.
“It’s a precedence for us to steadiness true skincare with scientific efficacy, in addition to with the hybrids, which we’re calling Glow Hues,” Chang stated. “It’s how we’re distinctive on this crowded market. We’ll at all times ensure every little thing is rooted in true skincare.”
That technique of balancing core with newness, and current prospects with new ones, has come to outline the model’s development technique.
Living proof, when Glow Recipe launched its Glass Balm lip balm on Sunday, taking cues from the duo’s Korean heritage was additionally meant to broaden the model’s enchantment globally. “Different methods embody neighborhood constructing. We’re engaged on a platform that has world attain to enroll ambassadors,” Chang stated. “We’re additionally increasing our influencer community. Our definition round neighborhood is that it’s actually world as a result of we’re a worldwide model. And we all know there’s an curiosity in Korean magnificence and skincare.”
So far as world growth goes, the model evaluates a couple of key standards earlier than deciding the place to open, and when. “For instance, with Sephora Mexico and Brazil, we labored immediately with the Sephora world staff. We determine the place the market pleasure is,” Lee stated. “We additionally know that there are search phrases for his or her Sephora.coms in respective markets, and we hear it each from world and native groups.”
In-house, “We’re additionally capable of monitor the visitors from completely different markets on our social platforms as nicely,” Lee continued. “We then sit all the way down to strategize how we are able to win — how we are able to construct and maintain. When now we have conviction throughout native and world, that’s once we press go.”
