How Glow Recipe became the go-to luxury skin care brand for Gen Z

For the launch of its new Guava-fuelled line, Sarah Lee and Christine Chang, K-Beauty pioneers and co-founders reveal Glow Recipe's secret sauce

The co-founders of Glow Recipe, Sarah Lee (left) and Christine Chang

With so many contemporary beauty brands now available, it is increasingly difficult for brands to stand out and cut through a saturated industry. However, Glow Recipe has thrived where many have failed.

The brand – which was first launched as a multi-retailer in 2014 by L'Oréal veterans Christine Chang and Sarah Lee – set out to be the ultimate platform for natural Korean cosmetics. The duo helped fuel the popularity of the then relatively unknown K-beauty ethos to a Western audience.

After appearing on US reality television show Shark Tank in 2015, their business was seen by millions of households around the world. Two years later, Glow Recipe reinvented itself . . .

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