Glow Beauty uses new marketing strategy in transition to private label

Korean beauty, or k-beauty, brand Glow Recipe is using a new marketing strategy as it transitions its business strategy from a multi-brand e-commerce site to an exclusive private label company with six new products.

According to Glossy, a beauty media outlet, the company released Glowipedia 2.0, a permanent magazine-style lookbook on its website, GlowRecipe.com, focused on the “glass skin” and “cloudless skin” trends and how its six new products can help consumers achieve the looks.

“The realization that makeup only looks great if your skin is great is very evident in the market,” said Christine Chang, Glow Recipe co-founder. “Glowipedia is part of that mission, and we are thinking about new and different ways to approach that versus long and serious blog posts. How can we make skin care fun and [convince] people to try and experiment?”

The company’s newest private label collection includes two product kits for sale — one intended for those looking to get the cloudless skin look (four products are included) and one for recreating the glass skin look (with six products).

To read the Glossy article, click here.