Viral lash serum brand Glow For It has broken into the skin care category in a bid to accelerate its reach and gain new customers.
The launch of Restore Your Glow Cleansing Balm in July 2025marked a major milestone for the beauty brand, best known for its bestselling Lash Growth Serum and latest Lash Focus Mascara, marking the company’s fifth anniversary.
The social media savvy brand’s new skin and lash cleanser was created not only due to consumer demand for an effective eye make-up remover, but also to strengthen its portfolio – with one in three cleansing balm customers now new customers to Glow For It.
“Skin care has always been something that is extremely important to me, and a cleansing balm was a no-brainer, especially because we were getting questions from our customers who were asking for the best way to remove our mascara,” Glow For It founder Daisy Kelly told Cosmetics Business.
“We started off by looking at lash shampoos and conditioners, but none of them were hitting the mark.
“That is when we decided to look into creating our own cleansing balm, which could not only remove our mascara effectively, but also the rest of a user’s make-up.
“Not only does it remove all make-up and any impurities seamlessly, it also leaves your skin feeling hydrated and looking visibly glowier too.
“I know we will naturally see an uplift in sales for our Lash Growth Serum as new consumers get to know
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