Skincare, according to beauty brand Glow Recipe, can be more than a necessary step in a monotonous routine. By pulling back the curtain on the beauty industry and crafting a robust community and influencer marketing strategy, the brand is maintaining long-term traction in a social space that is often defined by fleeting trends.
Christine Chang, co-CEO and co-founder of Glow Recipe, took the stage during Adweek’s recent Commerceweek summit for a chat with creator economy reporter Emmy Liederman. Chang shared the formula for community-based commerce that positions product education as entertainment while prioritizing consumer feedback.
From curated selections to original creations
Born in 2014, Glow Recipe began as a curator of difficult-to-find K-beauty products for sale outside of South Korea.
