From BB creams and sheet masks to snail mucin serums, Korean beauty products have created a global following over the years. What was once a niche area of beauty gradually popped up in seemingly every TikTok and YouTube beauty tutorial. While influencers are definitely key to bringing K-beauty to global prominence, some beauty brands, including Glow Recipe, also played a significant role in making it both more accessible and, well, more fun. What started out as a curation site for K-beauty products in 2014, soon became a skin care brand with several viral beauty products—namely Watermelon Glow Niacinamide Dew Drops and moisturizer—with 4 million followers globally. Korean-American co-founders Sarah Lee and Christine Chang say that while rooted in Korean heritage, they always wanted Glow Recipe to be a global brand created through hundreds of iterations to suit both Western preferences (non-sticky, lightweight formulations) and Korean inspiration (hydrated, dewy finish). “By introducing really high-quality, clean formulations, we were able to really engage with our customers and community on the how-tos, all the tips and tricks that we’ve learned from a young age from our mothers and grandmothers, including stories that led to who we were as individuals, but also the passion that we both mutually shared,” Lee told Retail Brew, recalling her decades-long friendship with Chang that ultimately led to the duo going into business together. Lee and Chang spoke with Retail Brew about how they stay ahead of the competition and their biggest lessons. Keep reading here.—JS |