Happy 5th Birthday To Glow For It!
From one lash serum and a lockdown dream to a thriving beauty brand - here’s the Glow Goss on how it all began.
Five years ago, our founder Daisy Kelly took a leap of faith. With her university studies paused during the 2020 lockdown and a growing curiosity for the beauty industry, she spotted a gap in the market: where was the lash serum that actually worked, was affordable, and didn’t contain harsh ingredients?
Determined to create her own solution, Daisy poured the last of her student loan into developing a water-based, prostaglandin-free lash serum. To place her very first order with manufacturers, she even had to borrow money from her mum (don’t worry – she paid her back fast!). That single bold move laid the foundation for what would become Glow For It.
Going Viral, Going Big
Daisy started sharing her personal lash growth journey on TikTok, along with behind-the-scenes moments of building a brand from scratch. Those early videos struck a chord - going viral and quickly growing a passionate community around Glow For It.
Before long, Glow For It was invited to join the first-ever group of sellers on TikTok Shop UK - a milestone that helped launch us into a new chapter of growth.
Since then, our community has grown beyond anything we could have imagined. And everything we’ve done - from our product launches to our packaging updates - has been shaped by you, our community.
A Glow-Up Fuelled by Community
What started with our original Lash Serum soon became so much more. You used the serum on your brows – so we made a Brow Serum. Then came the Hair Serum, after customers started applying it to their hairlines and edges.
Each product launch has been inspired by real results and real feedback, and that’s something we’ll always stay true to.
Where We Are Now
Today, Glow For It is proud to be the #1 Lash Serum on TikTok Shop UK, available on TikTok Shop Ireland, and available online and in-store at Boots with fulfilment centres in both the UK and Ireland. Our products are ethically made in the UK and Italy, with a focus on sustainability, safety, and performance.
We’ve picked up multiple industry awards - for our serums, for our founder, and for Glow For It as a brand. But more than anything, we’re proud of the community we’ve built. Every review, every GRWM, every tag, share and DM means the world to us.
Celebrating 5 Years: A Glow-Getter Milestone
To celebrate our 5th birthday, we’re stepping into skincare for the very first time - introducing the brand-new Restore Your Glow Cleansing Balm.
Developed with our community and tested by real In The Glow members, this luxurious balm melts away makeup, SPF and impurities without stripping your skin - all while nourishing your lashes. It’s gentle, effective, and the perfect first step in your daily glow routine.
It’s not just a new product — it’s a whole new category. And it's only the beginning.
What’s Next?
We’ve got big plans ahead!
At Glow For It, we’re committed to keeping it real, staying rooted in community, and always evolving. The last five years have been unforgettable - but trust us, the next five are going to be even better.
Thank You
Whether you were there from the beginning or just joined the Glow For It community last week, we’re so grateful for your support, love, and belief in what we’re building.
Here’s to five years of glowing - and growing - together.
Let’s keep glowing.
