TheIndustry.beauty Awards Winners' Interview: Tracy Moores, founder and CEO, Glorious Brands

In this series, TheIndustry.beauty continues to celebrate the achievements of the winning brands from TheIndustry.beauty Awards 2025 through a collection of dedicated interviews.

With the Awards dedicated to 'The Innovators' of the industry, we set out to uncover the forward-thinking strategies behind their success. From our winners, we discover everything from the importance of innovation and the trends influencing the next wave of beauty to the biggest opportunities and challenges facing the sector today.

Glorious Brands is a full-service distribution partner specialising in beauty, fragrance, and wellness. With over 15 years of experience, the company has helped launch and scale a wide range of brands, from established heritage names to emerging innovators. Its expert team develops tailored sales, marketing, and communications strategies designed to drive growth across retail, direct-to-consumer, logistics, and more.

Among its portfolio is Sabrina Carpenter’s Sweet Tooth Cherry Baby fragrance, which saw Glorious Brands pick up the award for New Product: Personal Fragrance (Mass) for its brand partner Scent Beauty.

In this exclusive interview with TheIndustry.beauty, Tracy Moores, founder and CEO of Glorious Brands, explores the biggest opportunities and challenges in beauty today, and what customers can expect from Glorious Brands in the coming year. She also discusses what set Sweet Tooth Cherry Baby apart and why it might have resonated with both judges and consumers.

What are the core values that drive Glorious Brands and how are they reflected in the business?

At Glorious Brands, our values are the foundation of everything we do. We ensure every brand we partner with is best-in-class for fragrance quality, packaging, and glorious consumer experience, reflecting our commitment to craft and detail.

We pride ourselves on our collaborative, transparent, and honest relationships with our brand partners and retailers, demonstrating the importance of partnership. From forecasting to fulfilment, we provide fast, accurate, and reliable support, exemplifying service excellence. We are clear in our commercials and conscious in our choices, from packaging to supply chains, upholding integrity and sustainability.

Finally, we are building brands for the long term - nurturing loyal and new customer bases and supporting our retail partners year after year, honouring legacy and community.

What set Sweet Tooth Cherry Baby apart and resonated with judges and consumers?

The product captured the neo-gourmand trend perfectly - playful, modern, and joyful while offering a sophisticated, lasting scent. It’s immediately likeable, has real signature, and delivers impressive quality at an accessible price point. The packaging was giftable, social-first, and retail-ready, which resonated across the board.

What was the significance of winning the New Product: Personal Fragrance (Mass) award?

We were delighted to win this category for our brand partner Scent Beauty. This shows that a mass fragrance can absolutely deliver a stunning fine fragrance sensorials and performance at an accessible price.

The win reinforces retailer confidence, drives consumer trial, and highlights Glorious Brands as a company able to deliver.  Brands have to perform both on-shelf and in consumers’ lives.

Can you share insights into the development process and key priorities?

For our own development projects, our objective is always anchored in brand purpose and our end consumer.

We strive for olfactive clarity, creating a memorable, modern signature. We focus on performance, ensuring true lasting power and projection that consumers can feel. We aim for value creation by delivering standout quality at price points that are accessible.

Our approach to packaging and usability ensures products are giftable, tactile, and robust for both in-store and e-commerce. We prioritise supply chain readiness, with scalable components, reliable raw materials, and compliance with global standards. Finally, we ensure commercial fit through a range architecture that works for both retail and digital channels.

How has Sabrina Carpenter introduced a new audience to fragrance and why does that matter?

It has successfully motivated and recruited younger consumers, who often start with body care or mists, giving them a gateway into well-created fragrance. They have been motivated by the collectibility of the collections. This not only grows category penetration but also builds loyalty and repeat purchases, ensuring the future strength of the fragrance market.

What do you think are the biggest opportunities and challenges in beauty today?

There are several opportunities, including rapid growth in digital commerce and TikTok-driven discovery, multi-format layering, influencer-led launches, and smarter use of data and retail media.

At the same time, we face challenges such as fast-moving trends, price sensitivity, rising costs of goods, global logistics volatility, and growing consumer expectations around sustainability.

What does it mean to be an innovator in beauty today?

Innovation is about listening closely to consumers, prototyping quickly, and scaling what resonates - while ensuring operational and commercial excellence. Innovators balance creativity with rigour, delivering products that feel exciting but also work flawlessly in market.

What trends are influencing the next wave of innovation?

Several trends are influencing the next wave of innovation. One is new-generation gourmands, which feature light, airy twists with woods and ambers. Layering systems are also emerging, combining fragrance with mists, oils, and bodycare.

Mini and discovery formats are gaining popularity, providing options for trial, gifting, and collectability. Transparent sustainability is becoming important, with packaging and supply chain choices that consumers understand and trust. Finally, comfort and wellness scents are trending, offering gender-fluid and mood-enhancing profiles.

How does Glorious Brands maintain its position in the industry?

Glorious Brands maintains its position in the industry by focusing on being open to new opportunities. We follow a hero-first strategy, building signature products and then extending thoughtfully. Content-commerce integration is a priority, driving demand with digital storytelling linked to retail availability.

We emphasise operational excellence through accurate forecasting, clean data, and reliable supply. Strong partnerships are central to our approach, supporting retailers with tailored activations, exclusives, and joint planning. Finally, we focus on consumer loyalty by building communities around brands to ensure long-term equity.

What can customers expect from Glorious Brands in the next year?

Customers can expect several exciting developments from Glorious Brands in the next year. There will be new social shopping–driven projects, with our younger, savvy Gen Z team driving exciting new brand partnerships.

In range-building, we will introduce considered extensions and formats designed for layering and gifting. Seasonal capsules will feature limited-editions with strong visual theatre. Discovery formats, including minis, sets, and travel sizes, will be available to drive trial and repeat purchases.

Retail growth will continue, with an expanding presence across both established and emerging channels. Finally, we will make sustainability progress through packaging optimisation and supply efficiencies, reducing our footprint while retaining creativity and joy.

TheIndustry.beauty The Innovators Awards will be back for 2026. Find out more at theindustry.beauty/awards. For sponsorship enquiries, please email partnerships@theindustry.beauty.