Glow Recipe is celebrating its 10-year anniversary by honoring the beauty founders’ Korean heritage with a Los Angeles pop-up on Friday.
“We’ve always had an incredible customer base in L.A. and one of our first pop-ups ever was at the Grove in 2018,” cofounder and co-chief executive officer Christine Chang told WWD in a statement. She and business partner Sarah Lee launched the company in New York first as a curation of K-beauty products in 2014 before introducing their own skin care brand in 2017.
They’re calling the experience “Night Market,” an interactive evening affair where guests will enjoy complimentary Korean treats (by manufacturer Lotte, among others), a merch shop, photo booth and Glow Recipe product giveaways. The brand is bringing back some popular discontinued products for the occasion for a limited time, like its Watermelon Glow Jelly Sheet Mask, out on sephora.com and glowrecipe.com in October, as well as its Banana Souffle Moisture Cream and Watermelon Glow Lip Pop, both returning in November. Attendees will also take home Sephora gift cards; the retailer, a longtime partner, is cohosting the event.
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“Sephora has been an incredible partner since Glow Recipe’s inception, when we launched in all Sephora doors nationwide in the ‘Next Big Thing’ wall in 2017,” said Lee, cofounder and co-CEO.
Glow Recipe has grown through the years, with retail sales doubling to $300 million last year, as reported by WWD. The brand has been driving growth by entering new markets, including Mexico with 38 Sephora doors and 14 additional European markets since its Sephora France debut in 2023.
“We have an incredibly innovative new moisturizer launch in December that we’ll be previewing the formula to guests at our Night Market L.A.,” added Lee of what’s to come. “They’ll be able to test the unique and luxurious texture of the moisturizer ahead of the launch and learn a little bit about this formula that is beyond a typical moisturizer. It’s a true hydrating and sensorial hug for your skin with powerful actives.”
While uniting its L.A. community, “Night Market” will support Act to Change, an organization dedicated to ending bullying among the Asian American Pacific Islander community, through a Glow Recipe donation, noted the brand. The event will continue through Saturday, before heading to New York City on Nov. 15 and 16.
“We started Glow Recipe because Sarah and I grew up with skin care being a shared, joyful ritual, something we learned firsthand from our mothers and grandmothers,” offered Chang.
