GlamGlow is muddying the world, albeit, glamorously.
The brand entered Neiman Marcus, Harrods and nordstrom.com last year on the strength of a single product — its Tingling & Exfoliating Mud Mask containing green tea leaf pieces, volcanic rock and French sea clay — and has spread to retailers in 27 countries. But it saved its biggest U.S. retail launches for this year: GlamGlow broke into 153 Dillard’s doors last month and, on Aug. 16, will roll out to 110 Sephora doors, with an additional 29 expected in October.
GlamGlow founders Glenn Dellimore, former director of business development for Pure Med Spa and BriteSmile, and his wife Shannon, who left her paralegal job in April of last year to focus on GlamGlow full time, believe the brand has caught on because it kicked up mud, an ingredient consumers already knew and liked, to another level with performance skin care benefits and relied on a sole $69, 1.7-oz. stockkeeping unit that was an affordable investment for stores and shoppers alike.
“Mud is pretty funky. It may not smell very good. It comes in a jar. It isn’t sexy. So, why can’t we be the first brand in the 10,000-year history of mud to make mud sexy?” asked Glenn Dellimore. “We’ve taken high-end skin care and all the technology in high-end skin care and taken mud masks that have been around forever and fused them together.”
The success of GlamGlow’s initial product has sparked demand for more. Going forward, the brand plans to release two products a year — one for spring and one for fall — addressing different skin issues with various muds and the brand’s Teaoxi technology that delivers antioxidants, polyphenols and super squalene into the mud with pieces of leaves. In October, GlamGlow is coming out with its second product, the $69 Super-Mud Clearing Treatment, which is designed to reduce pore size, blemishes, white and blackheads and razor burn.
GlamGlow has three divisions: spas, hotels and retail. The brand is in 207 spas and six hotels worldwide. In retail, GlamGlow is on track to be sold in 1,500 to 2,000 retail doors in the U.S. by yearend. It has signed with the EC Scott Group, which works with brands that include Smashbox, Perricone MD and Bliss, to expand its reach in independent specialty stores across the country.
It is internationally where the Dellimores think that GlamGlow has the greatest potential. Sixty percent of the brand’s revenues are already from outside the U.S., but Glenn said that number could increase to as much as 95 percent as GlamGlow spans the globe. GlamGlow could be in as many as 4,000 international retail doors this year. A few of the many international retailers GlamGlow is heading to this year or next are Sephora Brazil, Sephora Canada, Douglas in Germany and Austria, and Sephora China.
GlamGlow’s sales have climbed from $40,000 in 2010, when it was founded through word-of-mouth by Hollywood studio executives and actresses, to $650,000 last year, its first year in retail, to an anticipated $2.5 million to $3 million this year before possibly hitting $10 million next year, according to Glenn Dellimore. “With that type of growth, in five years time, you are looking about a $100 million-plus brand and a major player in the skin care industry,” he said.
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye
Did you know: @carlychaikin of "Mr. Robot" has been painting for about a decade? The actress, who plays Darlene on the show, is a self-taught artist who lists Salvador Dalí and Chuck Close as some of her idols. Chaikin told WWD that painting is a form of meditation for her — A much-needed one given the intensity of "Mr. Robot." See a piece Chaikin is working on at WWD.com (📷: @jilliansollazzo) #wwdeye