The US-based skin care brand announced the launch of the Watermelon Glow Niacinamide Dewy Flush, a tinted cheek serum, at their Glow Conference in January.
This marked the brand’s further expansion into skin care-infused makeup category, which it calls its Glow Hues range.
Speaking to CosmeticsDesign-Asia, Sarah Lee, co-founder and co-CEO, said the development was fuelled by consumer demand.
“We’ve been getting high demand to create more tinted products, so we want to fill this gap while still making sure they are clinically tested to help improve overall skin texture and tone over time.”
Glow Recipe is best known for the Watermelon Glow Niacinamide Dew Drops, a serum inspired by Korean beauty.
“This was inspired by our trips to Korea, where we saw makeup artists use heavy oils and sometimes petroleum to create editorial glossy looks and wanted to create a serum that was our mission, to create a serum that you can have for beautiful dewy glass skin that we all love instantly and over time, and while only using skin beneficial ingredients,” said Lee.
Glow Recipe’s watermelon-inspired series expanded with the launch of Watermelon Glow Niacinamide Hue Drops Sun Glow in 2024.
This product was inspired by its customers, who began mixing the original formula into bronzer.
“Our community has always been skin care-savvy and creative when it comes to their routines. We’ve seen how much they loved Dew Drops and felt empowered to use it in their routine-we’ve seen how they’ve mixed these drops with their foundations and blushes to create complexion products. We want to continue to provide them with innovations and weal ways enjoy seeing their beauty looks-whether it’s a no makeup-makeup look or full glam,” said Christine Chang, co-founder and co-CEO, Glow Recipe.
According to Lee, the company challenged a skin care lab and a makeup lab to create a product that was “first and foremost a skin care treatment” but could give the skin a warm tinted glow.
Glow Recipe followed the launch of their first-ever tinted product with by releasing another shade, Rosy Glow.
The product was originally a limited edition but has since been added to the permanent collection after tremendous demand.
‘It’s a flush, not a blush’
Formulated in Korea and available in two shades, the new Dewy Flush products include 3% niacinamide, centella asiatica, watermelon, and hyaluronic acid.
The colour comes from the jojoba oil coated microfine pigments.
“We formulated Dewy Flush using jojoba surface coated treated pigments to enhance stability, dispersion and adherence to the skin without penetration. Because of their molecular size, they are too large to penetrate the skin and only sit on the surface,” Lee explained.
The co-founders and co-CEOs emphasised repeatedly that its new products were not blushers.
“These aren’t colour products with a touch of skin care. They’re a whole new world of true skin care formulations that boost your confidence and your glow without covering up what makes you unique,” said Chang.
Moving forward, fans of the brand can expect conventional skin care launches, as well as more tinted hybrids.
During the Glow Conference, the founders teased that they will be adding a lip produc to the Glow Hues family soon.
“We’re committed to continuing our legacy of launching groundbreaking skincare innovations that are deeply rooted in our Korean heritage and offer something truly unique to the market. Expect to see new products in both traditional and tinted skin care,” said Lee.
“We aim to create multi-tasking and multi-functional products that make skincare more fun, approachable and accessible for our global community,” said Chang.
