For those who missed the buzz surrounding the viral TikTok brand Glow For It during lockdown, get ready for a brand and founder story that's bound to leave a lasting impression. For existing followers of Glow For It and its online success story, you'll be delighted to learn that founder Daisy Kelly is just as approachable, friendly, and chatty as she appears.

In the realm of silver-lining business success stories emerging from the COVID-19 lockdown, Glow For It stands out as a unique narrative. From the personal motivation behind creating the product to taking the risk of investing her student loan in her business at the age of 21, and even packing orders until 1 am in her mom's kitchen, Daisy Kelly is no stranger to challenges. The payoff? A multi-million-pound beauty business and the proud recipient of the "Greatest TikTok" Award.

I recently had the opportunity to sit down with Daisy to discuss the last four years, the challenges of imposter syndrome as a Gen Z founder, the exciting product launches planned for 2024, and the behind-the-scenes journey to success.

Em: Let's start at the beginning. Can you share in your own words how you got to where you are today and the journey leading to the launch of Glow For It? Where did the idea originate, and was it a spontaneous revelation or something you had been building up to?

Daisy: Sure! To take you back to the beginning, I'm currently 24, and during the initial lockdown, I was in my third year of university when my degree was abruptly cut short. A bit of a back story to me, I suffered or struggled with anxiety throughout my life, but at the time, I didn’t have an understanding or a word for what that feeling was. This anxiety manifested in obsessive compulsions during my time at a performing arts sixth form. I developed a compulsion related to making wishes with my eyelashes, a habit that intensified during my A-levels to the point where I believed pulling out 13 eyelashes before exams was necessary for success.

Looking back on it now, it was clearly a pivotal point in my life, but I would say that my making wishes actually started well into primary school, as a lot of kids in primary school if a lash falls out, you’re told to make a wish - so it’s a positive association rather than a negative one. Going onto university, I went to Drama School and going down the path of an industry that’s very out of your control. My day-to-day life was based around judgement, so I found a method of controlling that was to make wishes. I convinced myself that an audition would go well if I made a wish with my eyelashes.

When I returned home during the first COVID-19 lockdown, I decided it was time to confront this issue. Although lots of people felt very out of control, the idea of being home and in the house felt very controlled to me, whereas the environment of uni and my degree felt the opposite. Having heard of lash serums but finding many high-priced options with hormonal ingredients including a glaucoma treatment hormone called prostaglandin analogues, I saw an opportunity to create a product that was affordable, non-damaging, and effective. Funnily, I knew about prostaglandin analogues because my grandpa has glaucoma and it’s what they use to help cure glaucoma, but it has the side effect of really growing your lashes. My grandpa is in his nineties, and his eyelashes touch his eyebrows - my grandma has to cut them down!

I had a good look into it, and realised there are actually a lot of lawsuits against lash serum brands that contain this particular hormone, as well a list of negative side effects it can have with orbital fat loss, discoulouration of the eye itself and pigmentation. It wasn't initially about starting a business, but after conversations with my mum, who comes from a business background, encouraged me to give it a shot.

Em: Amazing! It’s so interesting you talking about the eyelash thing because when I was younger I used to pull hair on my head out. It came randomly from someone at school once doing it to me and telling me I had wiry hair and from then on it was just a thing I did. So I completely understand the compulsion and I don’t know why I did it but was told by my doctor I had Tricotillomania and sometimes when I’m stressed it comes back. But how amazing that you’ve taken that experience and started a business to regrow lashes! Do you find you still have the compulsion? Or has starting the business helped to flip that compulsion narrative for yourself?

Daisy: It’s my goal to be as clear and honest with my community as possible because its a journey. Back in September of this year, I had a video that went viral because I was getting so many comments from people saying ‘your lashes don’t look as long as they used to’. Obviously the conclusion was to be open and honest about it, so I created this video to explain my backstory, confirmed that I had been really stressed recently and told them that the way I dealt with that was pulling my lashes and resorting to whatever behavioural habit I had grown up with.

It’s difficult sometimes when it’s my business, as that’s what’s picked up on. But, at the same time, it gives me a positive way to speak about the conversation and openly showcase growth as a way to overcome your compulsions to pick.

Em: Yeah, that makes complete sense. From that standpoint, it leaves you in good stead with consumers because you’re being transparent, whereas a lot of beauty brands aren’t that transparent about where they’ve come from. Nobody’s perfect and running a business is stressful and if you’ve come from a compulsion background, it’s obviously a journey and not something that is cured overnight.

Daisy: Yeah, it’s was a learning curve for me as well, the reception to that video. Obviously you get some negative comments saying ‘why do you sell a lash serum product’ but it was good to learn that actually, the general perception of the video was really positive and people do find it valuable to share that honesty. It’s inspired me to keep being honest about it moving forwards. The whole point of all of our products is to help you feel more confident in your natural beauty, which gives us a slight shift away from general beauty narratives. We’re enhance, not mask.

I know that personally, the confidence boost in having those longer lashes, meant that confidence is what showcased my beauty, not the product.

Em: One hundred percent! When you made the conscious decision to give this thing a shot, how did you go about sourcing suppliers and ingredients (that didn’t include prostaglandin analogues) for your products, especially during a pandemic situation?

Daisy: I would say looking back on it now, I got really lucky. I had the help of my mum who had the experience in the business world so she was key in having those conversations early on. Even when it came down to the financial side of it, I’m in an incredibly fortunate position that she was able to assist me along with the remainder of my student loan in that initial PO that we put through.

It is definitely a difficult conversation, but what helped was that I was so clear on what I knew I didn’t want to be in there. If you’re aware of that from the get-go, you’ll obviously learn as you go along, but it meant that having those conversations was slightly easier to navigate. I would actually say, in terms of sourcing, I didn’t find the ingredients to be such a challenge, it was actually packaging. Finding packaging was a crazy experience!

I remember we launched with this rose gold bottle and it came up to the run up to Black Friday and Christmas and the packaging people said ‘by the way, we’ve sold out of the rose gold bottles and they won’t be here until next year.’ Bearing in mind this was year one as well! I was begging them as this was such a pivotal time! Fortunately, they came up with the miraculous idea of doing a different coloured bottle as a Christmas special.

I would never allow that to happen again! Being lucky with my supplier means that I was able to establish a relationship where they actually allowed me to put very low deposits down for future orders which I think comes from having more frank conversations with people. Financially I didn’t have 50% to put down as a deposit, but they allowed me to put down 10% to reserve X amount of stock so I knew the bottles would be ready to go. I think establishing those relationships though is easier said than done sometimes!

Em: That makes complete sense. It’s good to hear about that process for our readers who are potentially looking to start their own business. It shows you’re never going to get everything right on the first go, it never happens that way. Do you have any advice for any of our younger readers looking for inspiration or to start their own business?

Daisy: Genuinely, I look back and think, ‘thank God, I was so naive’. If I knew what was ahead of me, I would have thought I wasn’t ready for it. We were in lockdown and no one really knew what I was doing so I could getaway with it and I didn’t have to explain myself to anyone! I look back and think how much of a shambles that year was, but it meant I could really hone in and focus on what the foundation was for the business.

The thing that I would say has been delayed is a big project with our UK manufacturer. As soon as I had the revenue from those first few batches, I started a conversation over 2 and a half years ago now and we’re only due to launch that product in January. I would say that’s where I’ve found delay and backlog from COVID-19 more so than those initial conversations. That’s another thing I was naive to - how long it takes to develop a product. Especially if you’re trying to do something really revolutionary and different.

Em: It definitely does! I think when you end up releasing that product though, you’ll feel so much more proud of it knowing you’ve spent however many years going through the motions and making sure everything is exactly how you want it. So there’s something to be said for waiting.

Daisy: I know. I feel like I’m annoying my friends and family now, the more I say ‘I swear it is going to launch soon!’ I’ve always said that will be the proudest day and moment of my career when I launch that product, because I’ve never had to wait so long for something to come to fruition.

Em: Can I ask if you can give us a hint to what it is?

Daisy: Our lash and brow formulas which is our best-selling product, will finally be manufactured in the the UK. As soon as I had that finance available, I began to research how I could manufacture here. I’m going to the factory in Leeds tomorrow to hopefully get it off so we’re all ready to launch on 31st January!

The other product that was requested as soon as people saw results from the lash serum was something that they could use on their hair. I wasn’t going to launch something unless I knew it was definitely going to work, because we respect our customers who rely on our products and value them. I didn’t want to bring something out that wasn’t up to scratch but I’m exploring it in 2024!

Em: It’s so interesting that you’re looking to go into hair! I do feel like it’s a cluttered market, but there is space for more serum-based or oil-based products in the category in the UK with specific treatment-based focus on specific hair conditions.

Daisy: Yeah, I recognised (even though I’ve chopped all my hair off now!) that as an individual I was using oils and masks, but they are such a commitment. That’s the thing about our lash serum, it takes 5 seconds a day, dries and you can go on with your day. So the hair serum (which is why it’s taken so long) is designed to apply to your scalp, but will dry non-greasy. So you can implement it in your daily routine, without it being hair wash day and it’s actually something that people can use alongside their other serums with ease.

Creating a product from scratch that has those proven benefits that will dry non-greasy is hard. The people using our products often have thinning or sparse hair, and that type of hair tends to get greasy so it’s been a journey and a lot of trial and error.

Em: I feel like scalp-based products are becoming huge right now, so you’re definitely launching at the right time!

Daisy: For sure! I know it’s a saturated market, which is why I’m grateful that we’ve got the rapport with our existing customers who know and love our products. Then we can maybe translate that into also caring for your hair, so I’m hoping that the journey for the customer is going to a little longer, as well as bringing in new customers at the same time.

Em: TikTok has played a significant role in Glow For It's success. Did you anticipate the virality when you posted your first video, and how has your content strategy on TikTok evolved over time?

Daisy: Virality on TikTok was entirely unplanned! TikTok has propelled my business beyond my expectations, even in terms of PR, which we only started in June this year. Our viral TikToks have all been organic, stemming from consistent posting from day one. Initially, I had 10 followers, and simply sharing moments like packing orders in my parents' kitchen. The authenticity and raw emotion in our early content contributed to that virality.

While our content is more planned now, that authentic foundation remains crucial. The community loves being part of a journey.

Em: Speaking of your journey, it is both inspiring and relatable. It's remarkable how personal experiences can lead to impactful business ideas. Speaking of challenges, you mentioned imposter syndrome as a Gen Z founder. How has your age influenced your experience, and have you encountered skepticism or support from others?

Daisy: The reception has been varied. TikTok, as a platform, has been incredibly supportive and inspirational. Engaging with other Gen Z founders at TikTok events and pop-ups has been beneficial, fostering a sense of relatability between us. However, external judgment has been a challenge, exacerbated by my own imposter syndrome.

Overcoming internal doubts has been a process, influencing decisions such as hiring people older than me—a step I should have taken earlier. While externally I felt judgment, internally processing that definitely affected my decision-making. Winning the TikTok Award, for instance, triggered imposter syndrome initially. It's a journey, but I aim to reach a point where excitement outweighs self-doubt.

Em: I do think women weirdly are programmed a bit more like that. You know, there are statistics that say a lot of women who apply for a job, only apply to jobs where they tick all the boxes. Whereas their male counterparts would apply for a job where they tick only 60-70% of the boxes say, and that’s because we underestimate ourselves. When you doubt your ability, you think you shouldn’t be in a certain position, or don’t believe you deserve the merits that you’re being awarded in your case. But actually, you SO deserve to be there and it’s about adjusting your own mental narrative to believe that and exude that confidence externally. But it’s really hard!

When you’ve been programmed to think that way since childhood, it’s nearly impossible to reframe that narrative. So I can completely understand your perspective on it. I find TikTok interesting though because from my limited knowledge of it, I do see that the engagement is so different to other social media channels, with a very tight-knit sense of community. Does attending those TikTok events and pop ups mean you get a chance to meet with and potentially collaborate with other brands and brand founders?

Daisy: One hundred percent. I would say the mindset of it is a lot more open. TikTok is our platform, and it is arguably our USP as there aren’t any other lash serum brands that are as active with their community on TikTok. So of course we’re going to use that as a point to set us apart!

It’s finding those differences from the traditional way businesses run and operate and I know that from even speaking to my mum who comes from a traditional business background. It’s such a different way of working and business, and when it comes to collaborations, it’s as easy as dropping a comment on someone’s post. Whereas I know traditionally that could go through multiple teams and stakeholders and approvals. It’s quicker, fast-paced and if you enjoy the wave while you’re on it, then you can definitely utilise it to your advantage.

Em: It's evident that authenticity resonates with your audience. As a founder, especially a young one, embracing authenticity can be powerful. Regarding your product lineup, with offerings for lips, cheeks, lashes, and brows, which Glow For It product is your favourite and an absolute must-have?

Daisy: It’s the most boring answer I could possibly give you, but it is the lash serum. It’s the product that sent us viral. It still makes up over 80% of our revenue and orders. It is our foundation because it was the first product we launched. As a result of that personal association on why that product was important to me, it showed why it could be important to our consumer as well. I struggle to think it could be anything else, to be honest!

Em: Obviously you’ve gone from lips, to lashes, to brows and now more into cheeks - would you ever consider nail serums?

Daisy: Ooohh! It’s quite funny you say that though, because one April Fool’s, we put up a Toe Nail Growth Serum as a fake new product launch and everyone commented saying we actually want a nail growth product. It was meant to be a joke, but I got some good market research back from it!

Em: Well, I wasn’t originally thinking growth, but more repair as I always end up picking Shellac nails and the quality of the nail afterwards is so bad. I had a friend recently who had Shellac done, but had an allergic reaction (it had never happened before) and her finger nails fell off. She had to re-grow them and use nail oil to help repair, strengthen and re-grow from L’Occitane but I don’t think there’s a lot of competition…

Daisy: That’s so interesting! I’m going to put that on my list.

Em: Food for thought. You can credit me when you release the product!

Daisy: Haha. Well, that’s what it’s all about - being customer-driven! We bring products out because our community request them. Then you already have a pool of people who have bought into your new product launch before it’s even arrived because they are the ones who asked for it. That’s why I don’t have a fear with this hair growth serum.

It’s clear Glow For It has ambitions to be even bigger and better in 2024, so definitely watch this space if you’re looking to grow your lashes or brows and even your hair next year!

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Founder of The C Word Magazine, Emily King is passionate about art, travel, culture, cinema, fashion, sports, dating, feminism and a whole lot more. Find her on Instagram @emlrking or freelancing at emnco.uk to help clients with marketing, brand strategy and paid media planning.

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