Glow For It was founded by Daisy Kelly, whose journey into the beauty industry began in 2020 during lockdown. With university studies cut short, Daisy saw an opportunity to explore different career paths. In search of an affordable and effective lash serum, she discovered that most products on the market were either too expensive, oil-based, contained prostaglandin analogues, or simply didn’t work. With a growing trend toward natural beauty and away from extensions and strip lashes, Daisy recognised a gap in the market.

Taking a leap of faith, Daisy invested the remainder of her student loan into formulating a high-performance, affordable lash serum that did not contain prostaglandins and was water-based. To place the first order with manufacturers, she had to borrow money from her mum – a decision that took some convincing but ultimately paid off. The initial success allowed Daisy to repay her mum and reinvest in the brand, marking the beginning of Glow For It’s journey.

Early on, Glow For It’s founder, Daisy, shared her own lash growth results on TikTok, along with behind-the-scenes content of running a small business. The videos quickly gained traction, going viral on TikTok and catapulting Glow For It into the spotlight. This success led TikTok to invite Glow For It to be part of the first group of sellers on TikTok Shop UK - a major milestone in the brand’s journey. Since then, the Glow For It community has continued to grow, with an engaged audience that shares, supports, and celebrates the brand’s ethos and products.

What started as a passion project has evolved into a fast-growing beauty brand with a loyal customer base. The journey began with the Glow For It Lash Serum, which delivered such incredible results that customers started using it on their brows - leading to the creation of the Glow For It Brow Serum. From there, people applied the Brow Serum to their hairline and edges, which inspired the launch of the Glow For It Hair Serum. This organic evolution is a testament to how Glow For It listens to its community and develops products that meet real beauty needs.

Glow For It is now officially the #1 Lash Serum on TikTok Shop UK, a reflection of both the product’s effectiveness and the brand’s deep connection with its audience. With serums made in the UK and colour cosmetics made in Italy, Glow For It ensures that every product is ethically and sustainably produced to the highest quality.

With warehouses in the UK and Ireland, Glow For It has expanded its reach and was also selected as part of the first cohort of sellers on TikTok Shop Ireland. The brand is available on Beauty Bay and now available at Boots, making it even more accessible to beauty lovers.

Glow For It’s Lash Serum and Hair Serum are multi-award-winning, alongside prestigious awards for the brand itself. Despite its rapid growth, Glow For It remains true to its small business roots, and the brand’s evolution is driven by its commitment to listening, innovating, and delivering high-quality, effective beauty solutions - and there’s so much more to come!

As Glow For It continues to grow, the brand remains committed to innovation, sustainability, and inclusivity. Looking ahead, Glow For It is focused on expanding its product range with even more solution-driven beauty essentials that align with its ethos of enhancing natural beauty. From cutting-edge skincare to high-performance cosmetics, exciting new launches are on the horizon.

Glow For It is focusing on global expansion and in-store retail opportunities, bringing its innovative beauty solutions to even more customers worldwide.



At the heart of everything, Glow For It will continue to prioritise its community, listening to feedback, celebrating real results, and ensuring that everyone has access to high-quality, effective beauty products. The journey is just getting started - together, we can all grow and glow!