Glow Recipe: A Decade of Success and Global Expansion
Glow Recipe, founded over a decade ago, is celebrating significant achievements under the leadership of co-founders Christine Chang and Sarah Lee. Their meticulous approach to expansion has transformed the brand into a global powerhouse in the beauty industry. This success has not gone unnoticed; Glow Recipe has been honored as the 2025 International Beauty Brand of the Year at the prestigious Saudi Fashion Awards and Gala Dinner. This recognition highlights not just the brand’s popularity, but its impactful presence in the world of skincare, particularly as it continues to grow sensibly in new markets.
The brand’s impressive trajectory is underscored by its status as one of Sephora’s top five brands worldwide. From 2023 to 2024, Glow Recipe’s customer base in the U.S. soared by an impressive 97%. This year, sales are forecasted to be roughly equal between North America and international markets, with North America expected to account for 54% of the total. This balanced growth is a testament to the brand’s strategic planning and execution, which resonates well with diverse consumer needs.
Lee and Chang, both former L’Oréal employees, have combined their skincare expertise with engaging and approachable branding. Their unique emphasis on using clinically backed, recognizable ingredients—like watermelon—has contributed to the brand’s appeal. With recent expansions into Europe and successful launches in Latin America, including Mexico and Brazil, they are witnessing a warm reception in these new markets. “We just launched Europe in the past year, which is a massive market,” Chang noted, emphasizing the brand’s commitment to innovation as they look forward to new product launches later this year.
In addition to their geographical expansion, Glow Recipe’s partnership with Sephora has deepened significantly. The brand has introduced innovative products, including a distinct space for its tinted skincare range, separating it from existing products in stores. Chang described their strategy as one of balancing true skincare with hybrid products, which they refer to as "Glow Hues." This careful curation allows Glow Recipe to stand out in a crowded market while maintaining a commitment to high-quality skincare.
The launch of products like the Glass Balm lip balm reflects the founders’ roots in Korean beauty, making the brand relatable on a broader scale. Community building has also become central to their growth strategy. As Chang stated, they are developing a global ambassador platform and expanding their network of influencers. Their global community reflects the increasing interest in Korean skincare, allowing them to connect with customers around the world.
Glow Recipe’s approach to global expansion involves careful evaluation of market conditions and customer interest. By collaborating closely with Sephora’s global team, they can identify key growth areas. Monitoring search trends and social media traffic provides insights into potential markets, allowing them to strategize effectively. With strong conviction from both local and global teams, they are ready to make informed decisions about launching in new markets, reinforcing their commitment to sustaining growth and relevance in the competitive beauty landscape.