How Glow Recipe Became The Skincare Brand of a Generation

“I remember cucumber slices very, very vividly,” laughs Sarah Lee when I ask her about her very first beauty memory. “My mom would cut them up and we’d apply them to our faces and lie down together on the couch. I’d be like, ‘Why is my lunch on my face?’”

The Glow Recipe co-founder is calling via Zoom with Christine Chang, the other half of the duo behind one of the biggest modern-day beauty-brand success stories. As we get to chatting about their early skincare experiences in South Korea (where both Lee and Chang were born), our conversation begins to sound like a charming grocery list.

“Milk is a core memory for me,” says Chang. “I moved back to Korea during middle school, and we’d go to the bathhouse with my mom, bringing along all kinds of food items to put on our bodies, including milk that was a little spoiled or was about to spoil. We were very thrifty with the ingredients we’d use. The smell wasn’t great, but you would wash it off and emerge with this baby-soft, glowing skin.” (Thank you, lactic acid!) And the brand’s very first product, the beloved Watermelon Glow Sleeping Mask, was inspired by another passed-down ritual: rubbing watermelon rind all over skin to soothe redness and irritation.

Since its launch just seven years ago, Glow Recipe has become the blueprint for what it means to be an instantly recognizable, social-media-famous beauty brand. It has amassed 3.7 million followers across all social platforms, and 1.8 million of those are on Instagram. And you’d better believe its social media fame results in wildly successful sales numbers, too.

“One bottle of our Watermelon Glow Niacinamide Dew Drops, which is our current bestseller, sells every 12 seconds worldwide,” says Chang. With such impressive numbers, it may be surprising to learn that the brand still only has 25 product offerings. “That was always the plan,” says Chang. “We wanted to take an intentional and measured approach.”

Indeed, despite the brand’s success, the Glow Recipe founders appear committed to slow and steady expansion. During our conversation, neither Lee nor Chang mentions competitors or skincare trends. Instead, they discuss their plan to, well, just carry on.

“We’ve been very consistent from day one,” says Lee. The core of the brand — effective products that are enjoyable to use, that are inspired by Korean skincare principles and rituals and that can be tailored to the changing needs of your skin — remains wholly unchanged.

“The goal has always been to create a safe space,” adds Chang. “So a couple of years ago, we also committed to not using words like flawless, poreless, perfection or anti-aging on any of our packaging or on social media.”

Many people’s first foray into the world of beauty can be a volatile one, thanks to not only potentially harmful messaging around “problem skin” but also harsh gateway products and ingredients. (Raise your hand if you’ve been personally victimized by skin-barrier-destroying acne washes and face scrubs.) Luckily for Lee and Chang, this wasn’t the case.

“Skincare, for us, has always been a positive bonding experience with family and a moment of self-care,” says Lee. “We were able to fall in love with skincare in such an organic way. It wasn’t about fixing or correcting a problem. So as a brand, it’s important to us to be actively involved in dismantling unrealistic beauty norms.”

Perhaps most importantly, the co-founders want the Glow Recipe community to trust and enjoy the process. “There isn’t a final destination when it comes to skincare,” says Chang. “It really is a journey, and you have to take things day by day. It shouldn’t be this stressful thing where you’re frantically trying to fix something. Even if your skin isn’t in its best condition ever, we want your skincare routine to be one of the best parts of your day.”

Read on for Chang and Lee’s Seoul travel guide and the duo’s beauty faves!

Travel Tips

We asked the founders, who kicked off their beauty careers at L’Oréal Korea, for their favourite Seoul spots.

Where To Shop

“Itaewon for small boutiques and curated shops. I love meandering through and exploring the alleyways.” – CC

Where To Beat Jet Lag

“Spa Lei is a women-only spa that’s open 24/7. They have a heated sea-water bath and a great facial and body scrub.” – SL

Where To Get the Coolest Nail Art

“Unistella!” – SL and CC

Where To Caffeinate

“I love Rain Report in Yongsan. It’s a beautiful café that ‘rains’ every hour and serves amazing desserts.” – CC

Where To Eat

“Todamgol has traditional Korean food with traditional decor. It’s a must-visit if you want to experience a slice of Korea.” – SL

Top Shelf

Christine Chang’s and Sarah Lee’s tried-and-true beauty favourites.

Glow Recipe Blackberry Retinol Blemish Serum

“This new serum has a powerful-yet-gentle triple retinoid blend and skin-nurturing ingredients. It’s comforting and easy to use.” – SL

YSL Loveshine Lip Oil

“This keeps my lips moisturized with just the right amount of colour to bring them to life. I like that it’s in a traditional lipstick format but with a modern formula. It glides on like butter and isn’t thick or greasy.” – SL

Fable & Mane Hair Oil

“I love the sweet scent and how moisturizing the formula is. I apply this oil on my dry ends, and it works like magic each time to smooth and nourish.” – SL

Rare Beauty Effortless Bronzer Stick

“It’s super creamy and easy to swipe on when you want to add a little warmth to your face.” – CC

Ellis Brooklyn Sea Hair & Body Mist

“This smells like a sun- kissed summer day, and I can spritz it through my hair for a longer-lasting scent.” – CC