Skin care brand Glow Hub has broken into the fragrance category with the launch of a hair and body mist trio.
The new collection, which can be mixed-and-matched to layer the scents, is housed in the brand’s signature colourful packaging and available via its website for £10.
Included in the range is Pipe Dream, described as offering “crisp air, citrus skies and golden hour in a bottle”, read a statement from the brand.
It includes bergamot and lemon, softened by the addition of sandalwood, vanilla and a hint of moss and musk.
Hot Sauce, meanwhile, focuses on a fruity scent palette, with cherry and red fruits leading into prominent florals set against a vanilla and musk base.
Dopamine rounds off the collection with smoky cardamom, pepper and woods that are balanced with violet and orris – elevated through a base of sandalwood and patchouli.
The brand’s move into fragrance had always been on the cards, Glow Hub founder Tiffany Salmon-Mill told Cosmetics Business.
“Expanding into fragrance just felt like such a natural evolution,” said Salmon-Mill.
“Our community has always been rooted in self-expression through beauty, and scent is such a powerful extension of that – it connects us to memory, mood, identity and even confidence.”
The decision to enter into the category was only propelled further by fragrance layering and collectable beauty growing as key trends for summer 2025.
Glow Hub had already been exploring the potential for fragrance via its Lip Slip scented lip oils, which have seen a particularly strong demand, according to the brand.
Salmon-Mill said the timing felt right to take the brand’s scent offering even further, while also aiming to surprise its main audience with something different from its core skin care line-up.
She continued: “I personally invest in fragrances that feel unique or unexpected.
“And I wanted to bring that same kind of experience to the Glow Hub customer in a much more accessible, fun way.
“Today’s consumer wants products that work across categories – they want make-up that acts like skin care, fragrance that works for both hair and body, and layering options that help them create something totally unique to them.
“That idea of wearing fragrance in your hair, on your clothes, on your skin – and changing it up depending on your vibe – just makes it all feel more expressive.”
Smells good enough to eat
Glow Hub’s new entry comes amid an explosion in popularity for gourmand fragrances, however.
To stand out, Salmon-Mill leant into the collectable beauty angle, and added: “This taps directly into the shopping habits of our community – they might buy one first, but quickly come back for the other two to complete the set.
“That sense of discovery, creativity and building a full 'fragrance wardrobe’ is part of the appeal.”
The accessible price point was also an important choice, while keeping the scent profiles feeling “elevated and luxurious”.
This matches expectations for Gen Z’s current scent desires, with competitors such as Sol de Janeiro capturing consumer attention via its distinct summery scent offerings.
“Although our scents are quite different from brands like Sol de Janeiro – which are much sweeter than my personal taste – I can appreciate how well they have captured that sense of summer, nostalgia and escapism,” said Salmon-Mill.
The brand is also confident of the collection's appeal to an older audience as well.
Salmon-Mill continued: “It is a combination that makes them perfect for gifting, repeat purchase and everyday use – and that is where we feel we have really hit the sweet spot.”
And the initial trio is just the starting point, with Glow Hub already exploring new scent profiles.
“We are working with different noses and my lab to develop additional formats that extend the range beyond hair and body mists,” said Salmon-Mill.
“You will see the next phase of this with our fragranced hand sanitiser collection launching later this summer, which follows the same scent philosophy.
“That is exactly the kind of emotional connection I want to create through our fragrance universe at Glow Hub; mood-driven, collectable scents that feel elevated yet accessible, and transport you to a moment, memory, or mood with every spritz.”
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