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.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews