Glow Recipe Founders on Building a Digital-First Brand

When Glow Recipe founders and co-chief executive officers Sarah Lee and Christine Chang are looking for new hires, there’s one thing that’s key — digital savvy. The pair — whose K-beauty-commerce platform-turned skin-care brand incubator has grown triple-digits every year since its 2015 appearance on “Shark Tank” — look for natural content creators with a knack for telling stories via social media. “We were really born and based on an e-commerce business model all about curating the best of K-beauty innovations and trends,” said Lee. “Connecting [to consumers with] digital content and social is key. We think of every team member as a content creator — we love people who love to tell stories and share photographs of their skin-care journeys, and that is core to our growth strategy.” With Millennials serving as 71 percent of Glow Recipe’s customer base, “it’s especially critical for our talent to be digitally native,” echoed Chang. To that end, digital is a major component on every decision Glow Recipe makes — from product development and packaging to pop-ups. It starts with the product — Chang and Lee choose concepts that will look good on Instagram, and design the packaging and formulations with texture and visuals in mind. “Packaging

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