When you spend all of your time working with the top beauty brands, there’s a good chance that you’ll want to try your hand at the creative side of the business.
That’s the thinking behind our client Glow Recipe’s latest venture, a self-titled product line that embodies everything great about the brand.
It marks another interesting step in the South Korean company’s evolution. In its short history, having been founded in 2014, Glow Recipe has dedicated itself to promoting the products of other South Korean beauty lines.
Founders Sarah Lee and Christine Chang are solely focused on cutting-edge trends, rather than undercutting the competition. They expect their new line’s success to drive innovation in the K-Beauty space, opening up more opportunities for everyone.
“Having a private brand gives us the flexibility and quickness to be at the forefront of these trends,” confirms Chang in a recent interview with Women’s Wear Daily (subscription required). She goes on to explain that her company already carries approximately 30 beauty brands based in South Korea and has no desire to undercut them. Instead, Glow Recipe is driven to promote and develop the K-Beauty sector for the benefit of all the brands it serves.
Unsurprisingly for an e-commerce company with one foot in the real world of retail, the new line also reflects the current hybrid state of order fulfillment. It launched online in May and will make its way onto the shelves of Sephora retail stores in early June. Similarly, Glow Recipe opened its first NYC pop-up retail space in March, followed by another in May.
This flexible, cross-channel approach to satisfying demand is intriguing in its own right. It demonstrates a commitment to meeting customers wherever they want to find your product.
This can be an online store, a nationwide retailer, or even a temporary customized brand space. Each channel presents an opportunity to delight fans, while also raising unique fulfillment challenges.
As with other luxury brands that have fans around the world, Glow Recipe already has a waiting list for its newly launched line. The first masks sold out in just five hours after a limited pre-launch, leaving thousands more customers eagerly awaiting their shipments this week.
We’re happy to see that it’s not only Tesla and Apple who can command that kind of loyalty and anticipation for a new product!