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Glow Recipe Readies New Mass Brand, Sweet Chef

Sweet Chef is set to rollout to Target stores and on Jan. 27.

Less than two years after launching their cultish self-named skin-care line at Sephora, the Glow Recipe founders are ready to do it again with another incubated brand — this time, designed for the mass market.

Sweet Chef, a line of superfood-infused sheet masks and serum shots, is set to launch on on Dec. 27, and rollout to about 600 Target doors and on Jan. 27. The brand was designed by Glow Recipe cofounders and co-chief executive officers Christine Chang and Sarah Lee to offer clean, K-beauty-inspired skin care at affordable prices.

The sheet masks retail for $3.50 and the serum shots are priced at $19.99 each — each are available in three varieties targeted at specific skin concerns: beet and vitamin A to refine pores and smooth rough skin, kale and vitamin B to hydrate dry skin and ginger and vitamin C to brighten dark spots and uneven tone.

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“These are very important categories still growing in K-beauty, and this is a great way for us to introduce the concept of natural skin care to new consumers who have wanted to try it without compromising on quality or efficacy,” Lee said of the Sweet Chef line.

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Sweet Chef is the second brand to be developed in-house by Glow Recipe, which — until the launch of its self-named product line last year — had operated as an online platform where consumers could learn about and purchase K-beauty products curated by Lee and Chang. Glow Recipe’s signature line consists of five products — the Blueberry Bounce Cleanser, Watermelon Glow Sleeping Mask, Watermelon Pink Juice Moisturizer, Watermelon Glow Jelly Sheet Mask and Avocado Melt Sleeping Mask — which have each been launched individually over the past year and a half, with their own unique digital and social campaigns to generate buzz.

The systematic drop strategy has proven successful in drumming up excitement around product launches — sources with knowledge of the Avocado Melt Sleeping Mask launch in November told WWD that the product’s page garnered the highest traffic of any product page on that week.

Chang and Lee declined to provide sales projections, but industry sources estimate Sweet Chef will do about $5 million in retail sales in its first year. In June, WWD reported that the Glow Recipe skin-care brand was, at the time, on track to do $30 million in retail sales in 2018, an estimate from industry sources.

“It lines up with our overall company mission to be a destination for fun, elevated, accessible skin care,” said Chang, who left open the possibility of Glow Recipe incubating more brands in the future. “There aren’t any rules anymore, and we’re definitely open to new projects in the future if it makes sense for our customers.”