Glowery Lands in the UK
Glowery, the French skincare brand serving Gen Z with gentle formulas and unexpectedly joyful packaging, is now available in the UK—exclusively at ASOS.
“This is such a major, pinch-me moment for us,” the brand announced on Instagram. “We have all been shopping on @asos for at least a decade, and to be featured alongside our favourite beauty brands is an honour 🫰🏼.”
Founded in 2022 by Alexandra Kolasinski, Glowery originally launched as an ingestible beauty brand, debuting with Glow To Go, a natural marine collagen supplement designed to hydrate, heal, and soften the skin, while also supporting stronger hair, nails, and cartilage.
Kolasinski, formerly a digital marketing manager at LVMH, was inspired to create Glowery after experiencing postpartum hair loss. As she told Le Bon Marché, “At 27, after giving birth, I experienced significant hair loss. No treatment worked. On a trip to the US, someone recommended powdered collagen. After six months, my hair was noticeably thicker.” The results were so impressive, she decided to bring the concept to France. After two years of lab development, Glow To Go launched with an ultra-pure, high-efficacy formula that quickly gained a strong following. But this was just the beginning of Glowery’s journey. In October 2023, the brand entered phase two of its launch with the introduction of topical skincare.
Glowery’s debut skincare collection targets young skin, specifically Gen Z consumers aged 15 to 25. The brand’s ethos is simple: good skin starts with a gentle yet effective routine. “When we start early, we help protect against environmental damage, prevent premature ageing, and maintain that youthful glow,” the brand said in a statement. Products are non-invasive, straightforward to use, and come with minimum age recommendations to promote safe, age-appropriate skincare. With price points between £23 and £35, the line is also accessible to its youthful demographic.
As for Glowery’s packaging—it’s bright, bold, and unlike anything you’ll find on the beauty shelves. That’s because it was dreamed up by Kolasinski’s five-year-old daughter, Mila. From the age of three, Mila spent many of her after-school hours in the Glowery office, surrounded by packaging prototypes and stacks of clinical research. One afternoon, Kolasinski handed her a few pharmacy products to doodle on, and the rest is history.
Mila’s colourful sketches and quirky bottle shapes inspired Kolasinski to take the idea further, giving her daughter Play-Doh to mould her 2D drawings into 3D shapes. “Her little finger prints and hand movements made the cutest wannabe-bottles, and we sent them over for 3D tests,” Kolasinski recalled. Those creations eventually evolved into the designs we see today—designs described by Le Bon Marché as being in “perfect harmony with [Glowery’s] vision of skincare: colourful, liberated, and resolutely modern.”
The Glowery skincare collection includes six products, each designed to work in sync with the skin’s natural circadian rhythm. The AM Glow range, featuring Before Noon, Daily Dew, and Butter Balm, is designed for daytime protection, while the PM Glow trio, featuring Honey Glow, Pillow Prep, and Midnight Glow, works overnight to repair and restore. While each routine features three products, the brand encourages a streamlined approach: “It’s not about layering all three, but choosing the one that best suits your skin and pairing it with a good SPF for the perfect glow.”
A bestseller in the lineup, Butter Balm is a skin-repairing moisturiser suitable for ages 12 and up. It features hyaluronic acid to deeply hydrate, while Holobiosys Bio—a bioactive complex that balances the skin’s microbiome, strengthens its natural defences, and enhances radiance—helps reinforce the skin barrier. With the addition of vitamin E and Illumiscin, the formula also protects against daily environmental stressors and promotes a more radiant, even-toned complexion.
Another fan favourite, Pillow Prep, accelerates the skin’s natural renewal process overnight. Formulated with 8% AHA from ACB fruit mix—a blend of blueberry, sugar cane, orange, lemon, and sugar maple—it gently exfoliates to promote a brighter, smoother appearance. Antioxidant-rich vitamin C supports collagen production and protects against free radicals, while niacinamide improves texture, reduces inflammation, and minimises pores. Suitable from age 16, Pillow Prep also boosts the efficacy of other skincare by enhancing absorption.
Dermatologist-developed and tested, each Glowery formula contains between 97% and 99% natural ingredients and is fragrance-free, non-comedogenic, and safe for young skin. The products are also vegan, cruelty-free, and made in France. Even the packaging reflects the brand’s planet-conscious ethos—crafted from a blend of PET and stone powder, it’s 100% biodegradable, refillable, and fully recyclable.
Glowery’s skincare collection is now available online at ASOS. Customers in the UK and US can also shop the entire Glowery skincare range, including Glow To Go collagen, at helloglowery.com.