Glow Recipe

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Glow Recipe

Glow Recipe is founded by two former L'Oréal execs in 2014, Glow Recipe hopes to make K-beauty more accessible to US shoppers. As former vice presidents of global marketing at L'Oréal, Sarah Lee and Christine Chang were the only two employees with expertise in both the Korean and American markets.

Glow Recipe's mission is "to break down what K-beauty [is] all about, educate consumers on the unique trends coming out of Korea, bring them best-in-class skincare offerings, and make them accessible to American consumers through repositioning and education."

The company's real breakout moment came in 2017 with the launch of its eponymous brand and Watermelon Glow Sleeping Mask product ($45). The mask has sold out seven consecutive times and attracted 5,000-person waitlists, and it was one of Sephora's bestselling products in 2017.[1]

Support to anti-black racism

Donation for Black Communities

On Mei 30, 2020, Glow Recipe says in an Instagram post announcing a $10,000 donation. "We've been thinking of ways to help and are happy to support Black Visions Collective, a Black, Trans, and Queer led organization dedicated to Black liberation that are doing incredible work to help support Minnesota during this time."[2]

Foster Diversity

Glow Recipe made a pledge to be more intentionally diverse in the way they run their business. They recognize that the beauty industry hasn’t always held the door wide open for the Black community, whether it be through a lack of visual representation in advertisements and the influencer space, or a dearth of the Black, Indigenous, People of Color communities (BIPOC) working behind the scenes. And here is a few of the steps they have put in place.

  • Diversification of Recruitment Process

In order to build a diverse team, Glow Recipe need to cast a geographically wider net. In order to create more opportunities for the Black student community, they will be offering internship applications early to BIPOC students at historically Black colleges and universities.

  • Glow Mentoring Initiatives

Glow Recipe launched two different mentoring programs, Community Mentoring Initiative and Student Mentoring Initiative. Around June 2020, they are focusing on supporting emerging Black-owned businesses and Black students. This will be an ongoing initiative that we will open up to other POC communities as they continue these programs in the future.

  • Expand Network Of Black Creator Partners

As they plan for future product launches and campaigns, they will be more intentional about working with Black creators and editors in both paid and organic capacities. They have already started by closely vetting outreach lists to make sure that they are actively keeping inclusivity of both Black and POC creators top of mind.

  • Annual Diversity & Inclusion Day

This will be an annual program inclusive of their corporate and field employees focused on open discussions and learnings about how racism and current events have an impact on and can be addressed in the workplace.

  • Diversity Advisory Board

Glow Recipe will be forming an external Diversity Advisory Board, which is a group of consultants that will include experts from all areas of the beauty, health, and wellness space, including editors, medical professionals, full-time content creators, and more. They hope to include board of expert advisors on everything from product development, to how they speak about new launches, and how to be better representative of minority groups.[3]

References

  1. Chen, Connie. These popular K-beauty watermelon masks and moisturizers keep selling out — we tried the skincare brand's bestsellers to figure out why. Insider, August 12, 2020. Retrieved January 21, 2021.
  2. Robin, Marci. 14 Beauty Brands Pledging Donations in Support of the Black Lives Matter Movement. Allure, June 2, 2020, Retrieved January 21, 2021.
  3. The Glow Recipe Team. Here’s The Steps We’ve Taken To Foster Diversity. The Glow Edit, June 15, 2020. Retrieved January 21, 2021.