Glow Hub expands offer with first-ever makeup range
Gen Z beauty brand Glow Hub has launched its first-ever colour cosmetics line, "merging the creativity of makeup with the science of skincare".
Launched in 2020, Glow Hub provides targeted skincare solutions and simple routines for the Gen Z beauty community.
Sticking to its skincare roots and tapping into the trend of hybrid beauty, the brand has now introduced a collection of four skincare-infused makeup products to "enhance skin, not cover it up".
Tiffany Salmon, Founder of Glow Hub, told TheIndustry.beauty: "Expanding Glow Hub into colour cosmetics has always secretly been the plan. In fact, colour cosmetics is where my family's business, and 15 years of my career has been spent. So, launching makeup for Glow Hub was a natural (but still super exciting) progression.
"However, we've of course stuck to our skincare roots. It's a full range of products to keep you fresh faced and glowing, all infused with everyone's favourite skincare ingredients. Glow Hub will always be a skin first brand, but why can't we do both?"
The 'Nxt Gen Makeup' range
Baby Beam Dew Filter Glow Base, £14
A lightweight skincare-makeup hybrid that can be used as a primer, skin tint or highlighter to blur away any imperfections and leave skin looking "glossy, glowy and dewy".
Buff Blush Glo-Up Colour Stick, £12
A multi-use stick for the eyes, lips and cheeks. Infused with
niacinamide to give a faux filter effect, the product also includes
hydrating hyaluronic acid and antioxidant-rich vitamin E.
Freeze Pls Brow Sculpt, £12
A styling wax designed to "lift, tame and sculpt" brows, featuring castor oil to nourish, protect and encourage growth. It also includes two brushes - one for brows and one for edges.
Gen Gleam Collagen-Up Lip Glow, £10
A lip colour that "plumps, hydrates and nourishes" whilst offering a high-shine, non-sticky finish. With a fruity watermelon scent, the product is available in three shades.
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To celebrate the launch, Glow Hub has launched a new campaign that champions realness, as well as inclusivity, diversity and positivity.
Earlier this year, the brand updated its website and social media platforms to be more representative and inclusive of its community.
It also previously launched rebrand across its product portfolio to help address misinformation and educate consumers about skincare.