What do you do when the product you need doesn’t exist? For Daisy, you create it. That instinct to solve a problem and share the solution was the start of Glow For It, a beauty brand that’s now capturing national attention for all the right reasons.
Founded in 2020 by Daisy Kelly during lockdown, Glow For It is an independent, female-founded beauty brand with a mission to help people feel confident in their own skin.
With nothing but her student loan, some help from her mum, and a big idea, Daisy’s built one of the most promising new names in the UK beauty scene.
This year, Glow For It was recognised with two major wins at the London StartUp Awards: Consumer Products StartUp of the Year and the overall title of London’s StartUp Winner. Standing out in one of the UK’s most competitive regions is no small achievement, and for Daisy and her team, it marks a powerful milestone in a journey that’s been anything but conventional.
Daisy didn’t come from a beauty background. A musical theatre graduate, she saw her studies cut short by the pandemic and found herself at a crossroads. But with change came opportunity.
Turns out, when you can’t find a lash serum that ticks all the boxes, you end up making your own. Daisy wasn’t trying to reinvent the beauty world. She wants to create something simple, kind, and effective.
But that first product? It took off.
Water-based, prostaglandin-free, vegan, and cruelty-free, the formula offered visible results without the irritation or compromises that came with so many others on the market.
Word spread quickly.
It started as a personal fix then it became a go-to solution for people looking for something better and more trustworthy in their daily routines.
Not only that, Glow For It is also a community-first brand that places real people at the heart of its story. Through its growing #ShareYourGlow campaign, customers are invited to celebrate their natural beauty and share their skin journeys creating a supportive space that uplifts confidence, not comparison. Whether it’s lash transformations or glowing skin moments, the brand thrives on connection and authenticity.
That sense of purpose carries through everything the brand does. All Glow For It products are ethically and sustainably made in Europe, and proudly certified by both the Vegan Society and Leaping Bunny. From serums to glow-enhancing multipurpose essentials, every formula is designed by experts to deliver results without compromising the planet or your values.
Winning at the London StartUp Awards is a moment that reflects the care, grit, and intention that Daisy has poured into the business from day one. To be recognised as Consumer Products StartUp of the Year speaks to the strength of the product offering, but to also be named the overall regional winner for London? That’s something special. Among the bold ideas and fast-moving players of London’s start-up scene, Glow For It shone by holding steady to its purpose and putting people first.
This kind of recognition highlights what’s possible when you take a chance on yourself, stay connected to your supporters, and keep moving ahead no matter the challenges. Daisy’s story echoes that of many entrepreneurs: learning through experience, being open to change, and knowing that progress comes one step at a time.
Next, Glow For It will go on to represent London at the UK StartUp Awards National Final this September at Ideas Fest, the festival for founders, dreamers, and doers.
With the momentum they’re building, they’re only just getting started.
See you all at Ideas Fest this September and you won’t want to miss it.
Tickets are going fast, so grab yours now: https://ideasfest.uk/ideas-fest-2025-tickets/