Glow Hub accelerates expansion with new retail partnerships in Australia and the Netherlands

Glow Hub has expanded its international retail footprint with launches into Kmart Australia and Dutch health and beauty retailer ETOS, marking the latest stage in the Gen Z skincare brand’s global growth strategy.

The expansion will see Glow Hub enter the Australian market for the first time through Kmart, while also launching across more than 200 ETOS stores in the Netherlands, significantly increasing its European presence.

Founded in 2020, Glow Hub has grown rapidly by targeting younger consumers with affordable skincare and beauty products. The latest retail partnerships build on the brand’s existing UK distribution and reflect its continued focus on expanding into retailers that prioritise accessibility, value and discovery.

The Australian launch will be supported by a programme of in-store activations, social campaigns and community events through Glow Verse, the brand’s community platform.

Tiffany Salmon-Mills, founder of Glow Hub, said: “Australia is an increasingly important beauty market, with consumers who are highly engaged in skincare, wellness and self-care, while still seeking brands that balance efficacy with affordability.”

“Unlike traditional beauty retailers, Kmart has built its success around accessibility, affordability and trend discovery, creating a one-stop shopping destination where customers can pick up beauty, wellness, fashion and lifestyle products in a single visit.”

She added that Kmart’s “ability to respond quickly to emerging consumer trends while offering exceptional value has transformed it into a cultural shopping destination rather than simply a discount retailer”. 

The expansion comes as Glow Hub continues to evolve its product offering in response to changing Gen Z shopping habits. The company said growing demand for its viral hand sanitisers has helped shape its wider retail strategy, highlighting increasing consumer interest in beauty products that combine functionality with collectability and self-expression.

The latest partnerships also reflect broader changes in beauty retail, with brands increasingly seeking distribution through retailers that combine beauty with fashion and lifestyle categories while prioritising affordability and convenience for younger consumers.