Glow Recipe has successfully navigated rising social media advertising costs by adopting an organic approach to brand growth. Co-founder Christine Chang outlined how the brand engages meaningfully with Gen Alpha consumers through tailored content for each social media platform. While Instagram serves as an aesthetic, curated space, TikTok facilitates real-time interactions. This strategic focus on educating consumers and embracing platform-specific content has distinguished Glow Recipe, enabling it to emerge as one of the largest independent brands in Sephora and earn the WWD's International Beauty Brand of the Year award.
Every social platform is a little bit different. Instagram is still a little bit more of the curation, the lifestyle, the business card of the brand, if you will.
Our approach has never really been ad-driven. Ads are part of an overarching strategy. We focus on skin care education, ingredient education, and ASMR-style sensorial content.
Collection
[
|
...
]