Behind The Brand
ABOUT GLOW FOR IT
Glow For It is a female founded independent British beauty brand dedicated to empowering people to feel confident in their own skin. With an unwavering commitment to inclusivity, Glow For It offers products designed for everyone. The brand’s mission is simple – to provide high-quality solution driven beauty products that enhance natural beauty and help people look and feel their best every day.
As a vegan and cruelty-free beauty brand, Glow For It is committed to creating products that are not only effective but also ethically and sustainably made in Europe. Every formula is carefully developed by experts to deliver real results without compromising sustainability or ethical standards. These standards have led to Glow For It being Vegan Society and Leaping Bunny approved.
From effective serums to multi-purpose glow-enhancing products, Glow For It ensures that every product meets the highest standards of performance whilst aligning with its core values of transparency, integrity and sustainability.
The Timeline
Glow For It’s Journey
Where Glow For It All Began
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.
What Happened Next For Glow For It
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.
Where Glow For It Is Now
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, valuing customer feedback and fostering an engaged, glowing community.
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!
The Future of Glow For It
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!
Where Glow for it all began
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.
What Happened Next For Glow For It
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.
Where Glow for it is now
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, valuing customer feedback and fostering an engaged, glowing community.
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!
The Future of Glow For It
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.
Looking ahead, 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!
What Makes Us Special
OUR COMMUNITY
At Glow For It, our community is at the heart of everything we do. From the very beginning, our journey has been shaped by the people who use and love our products. We believe that beauty is about confidence, self-expression and embracing your natural glow - and our community embodies that every day.
Through #ShareYourGlow, we celebrate real people, real results and real experiences. Whether it’s incredible lash transformations, glowing skin, or creative ways to use our multi-purpose products, we love seeing and sharing your posts and stories. By tagging #ShareYourGlow, you become part of our ever-growing, supportive and empowering community, inspiring others to embrace their natural beauty.
You can find us @glowforitshop on TikTok, Instagram, YouTube and Pinterest. If you're from Ireland, make sure to check out our Irish TikTok account @glowforit.ie
Join us in celebrating beauty that enhances, not masks. Tag #ShareYourGlow and let’s glow together!