Glow For It heads to high street with Boots
TikTok viral brand Glow For It is expanding from online to in-store, partnering with Boots to launch in 50 locations nationwide.
Having just launched online, the brand's Lash Growth Serum and Brow Growth Serum will be displayed in-store at Boots from 9 April as part of its 'Trending Now' stand.
Daisy Kelly, founder of Glow For It, said: "As a solo founder with no investment or funding, I had been a one-woman band for quite a long time. Only in the last two years have I really been able to invest in a team, and I didn't want to take this leap into retail without the proper team and back-end support in place.
"Glow For It is now in a different position and it feels like the right time to go on this next journey. We have obviously seen incredible results online, particularly with our virality on TikTok, but I am now so excited for this next stage and making more physical connections with our consumers."
Glow For It launched in 2020 with a hormone-free lash serum. The brand has since grown its product offering to include a brow serum, hair serum, lip oil, and more.
With a TikTok following of over 150,000, the business has successfully leveraged the platform to drive engagement and boost sales through LIVE shopping and TikTok Shop.
Its launch at Boots represents a significant milestone in Glow For It's expansion, marking its entry into physical retail through this high-traffic shopping environment.
"The key thing for us at Glow For It is that I want our products to be available for everyone, and to encourage everyone to add lash and brow care into their routine, and Boots is the perfect partner to facilitate this to a wide audience," added Kelly.
"Physical retail has been on my mood board since I started Glow For It in lockdown. I love the experience of shopping; some would call it on obsession... But for me, there is no better feeling than walking into Boots and experiencing all the different brands and then treating myself to a product that can enhance the way I feel about myself, be that makeup or skincare or haircare. Launching into Boots will be the proudest moment in my career."
