Glow For It tops TikTok Shop: 6 figures in 16 hours
In a digital landscape where virality can feel fleeting, Glow For It has proven that its community-focused social strategy can lead to long-lasting results. Founder Daisy Kelly lifted the curtain on a landmark moment for her beauty brand, generating six figures in just 16 hours during a TikTok Live Showcase.
Daisy Kelly has previously told TheIndustry.beauty about her struggles with OCD, which led her to lose her eyelashes and ultimately found Glow For It. Back in 2020, Kelly realised many lash growth serums on the market were either full of what she deems 'blacklisted ingredients' or sat at a luxury price point. So, in she swooped with Glow For It's prostaglandin analogue free £30 lash growth serum. It has since launched a brow and hair serum as well as a line of colour cosmetics.
While Glow For It’s journey with TikTok began back in 2022, it’s clear this latest achievement marks a new peak in the brand’s social commerce evolution. The company was handpicked by TikTok to host its first-ever Showcase Live in Manchester—an invite-only opportunity requiring brands to hit strict GMV benchmarks. After hitting the six-figure benchmark, Glow For It claimed the title of #1 selling product on TikTok Shop for three consecutive days.
Daisy Kelly
"I’m not one to scream and shout about revenue stats," Kelly wrote, "but our recent TikTok Live achievements could not go uncelebrated".
At its first-ever Showcase Live, Glow For It launched ‘The Glow Show’, a fully immersive shopping experience that blended entertainment and urgency. With exclusive discounts, live performances, giveaways, and the return of the fan-favourite Kyra-Mae box edit, the brand engineered a 12-hour window of maximum hype and conversion.
The result?
- One product sold every 21 seconds—mostly bundles
- Six figures in sales through TikTok Shop alone
- #1 ranked product on the platform for three days post-event
Kelly concluded: "The reason I wanted to celebrate this moment is not because of the revenue, but because of the months of hard work and preparation that went into this day."
Read TheIndustry.beauty’s interview with Daisy Kelly to learn more here.
