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.