Interview: Tiffany Salmon-Mills of Glow Hub

For the past 15 years, Tiffany Salmon-Mills has driven product innovation and creative direction, developing colour cosmetics and skincare for some of the world’s most influential beauty brands.

In 2020, she channelled that expertise into launching Glow Hub, the Gen Z-focused brand known for its playful yet purposeful approach to skincare. Trend-aware yet results-driven, Glow Hub was created to bridge the gap between education, efficacy, and visual appeal.

The idea first came to Tiffany while researching another project. She identified a clear gap in the market: skincare that was accessible, effective, and gentle, yet still spoke to younger consumers through design and tone. Glow Hub was the answer. With its mix-and-match routines, skin-friendly formulas, and ultra-aesthetic packaging, the brand quickly resonated with Gen Z consumers seeking personalisation without complication.

Since launching nearly five years ago, Glow Hub has expanded rapidly. Today, it’s stocked in more than 1,000 doors across 30 countries and four continents.

We recently caught up with Tiffany to discuss how she turned a clear gap in the market into a global brand — and why she believes skincare should empower, educate, and never assume that one-size-fits-all.

What inspired you to create Glow Hub?

I was actually researching for an entirely different brand when the idea for Glow Hub first came to me. The more I explored the market, the more I saw a clear white space — a real opportunity to create a skincare brand for teens that was fun, aspirational, educational, and, most importantly, effective. That shift away from the harsh, face-burning 3-step sets your mum might pick up in John Lewis or Boots just hadn’t happened yet. Before the big Gen Z skincare boom, Glow Hub was the first UK brand to speak directly and meaningfully to that audience.

I knew the packaging had to resonate. A clinical, all-white aesthetic wasn’t going to appeal to a generation that values individuality and self-expression. And the same thinking applied to the formulas. Just because you’re a teenager doesn’t mean you have acne. That’s why we created a mix-and-match system: yes, we tackle breakouts, but we also address sensitivity, dehydration, and scarring — the real issues young people are navigating.

We launched 21 products from day one (which is almost unheard of) and paired that with educational tools to help our community build routines that actually work for them. Because at the end of the day, that’s what we all want from skincare: consistency, clarity, and results.

I essentially set out to build a brand that could inform without overwhelming and never assumed one-size-fits-all. Although Glow Hub is aimed at Gen Z and Gen Alpha, it’s really for anyone who believes that no two people, and definitely no two skins, are the same.

What product makes the best introduction to the brand?

Barrier Builder is one of our hero serums and an amazing introduction to the brand. It’s become a staple in so many people’s skincare routines. I’ve met countless customers who say it’s helped transform their skin and, more importantly, given them their confidence back. Formulated with ceramides, fatty acids, and omegas — all included to support and strengthen the skin barrier — the serum helps restore balance and bring skin back to its healthiest, most resilient state.

We’ve got Scar Slayer, a serum that has gone viral for good reason. The before and after images speak for themselves — it’s a game-changer for those dealing with acne, scarring, and pigmentation. It brightens, evens skin tone, and helps fade marks in a way that’s gentle but seriously effective.

What has been the biggest highlight?

I’d say the biggest highlight for me, from a business perspective, was launching into both Sephora and Selfridges in the same month and having a pop-up in the Trafford Centre. That felt like a huge moment and a real turning point for the brand.

On a personal level, though, it’s the one-to-one interactions that stick with me — meeting people at events and hearing how the brand has helped them. It means the most when someone tells me the brand has helped them regain their confidence.

What advice would you give to those wanting to launch their own beauty brand?

The beauty industry is amazing — but let’s be honest, it’s not easy. It’s a hugely saturated market, so my biggest piece of advice is to take your time and make sure you have a strong brand proposition. You need an edge. You can’t just recreate what someone else is doing and assume you’ll do it better. What’s your differentiator? Is it pricing? Innovation? Packaging? Service?

You’ll need to bring something new to the table, because customers are already loyal to brands they know and trust, and breaking into that space is tough — especially if you’re launching independently, without the backing of a big business.

It’s crucial to stay grounded in who you are, who your customer is, and what you stand for. It can be tempting to pivot and chase trends, but holding your lane and staying true to your narrative is what builds long-term brand credibility.

What’s next for Glow Hub?

For us, the next chapter is all about deepening our connection with our community. That’s always been at the heart of everything we do: listening, learning, and growing together. We want to continue building that relationship, creating moments that bring our customers into the journey with us in a meaningful way.

From a product perspective, we’ve got some really exciting launches lined up for summer — including extensions of our core range and even something completely new. Without giving too much away, let’s just say we might be exploring a whole new category. There’s a lot happening behind the scenes, and we can’t wait to share it when the time’s right.

What does your daily skincare routine look like?

When it comes to my daily skincare, I like to keep things super simple, especially because I suffer from hormonal acne. For me, it’s all about hydration and supporting my skin barrier. Rather than relying on intense or overly active ingredients, I focus on keeping my skin in its healthiest, most balanced state.

My routine usually starts with a gentle jelly cleanser, followed by a hydration mist and Barrier Builder, which is an absolute staple for me. SPF is a daily non-negotiable and I use Glow Hub’s Defend Yourself SPF 30. I’m also testing a new moisturiser we’ve been developing. It hasn’t launched yet, but it’s incredible for barrier repair…so watch this space.

What are three beauty products you cannot live without?

I’m definitely a fine-haired girly, so my go-to product is the Kevin Murphy Hair Resort Spray. It’s technically a salt spray, but I use it at the roots for volume. It gives me that lift without needing to blow-dry or do much else — low maintenance is exactly what I need.

Fragrance-wise, my hero scent is Byredo’s Rose of No Man’s Land. It was actually my wedding fragrance, so it holds a lot of personal meaning. I’ve worn Byredo for years — before the brand really blew up — and that one is just timeless for me. I always go back to it.

And of course, I have to mention Glow Hub’s Defend Yourself SPF. I worked so hard on this product, and it took a long time to get right. I wanted to solve all the things that used to frustrate me about SPF — like the weird aftertaste, stinging eyes, white cast — and make something that actually looked and felt amazing on the skin. I’m so proud of it.

What’s the biggest skincare lesson you’ve learned?

The biggest thing I’ve learned — and it came quite early in my career — is that less is more when it comes to skincare. Because I’m constantly benchmarking products and developing new formulas, I used to test a lot on my own skin. But I quickly realised that trying too many things at once, especially actives, can do more harm than good. Now, I focus on keeping things simple and consistent.

For me, it’s all about skin health and protecting the barrier above everything else. It’s not about chasing the next big ingredient or trend. It’s about understanding your skin, being kind to it and building a routine that works without overwhelming it.

What person or brand would you love to collaborate with?

If we’re talking dream collaborations, it has to be Harry Styles and Pleasing. Need I say more? I’d love to do an extension of our mushroom range. I just feel like the aesthetics align so well, and it would be such a vibe. Plus, I’d love to sit down and have a chat with Harry. Who wouldn’t?

What’s not getting the attention it deserves in the beauty industry right now?

I’d say adaptogens are the ones to watch. The power and efficacy of ingredients like mushrooms and ashwagandha — both of which we’ve used in our mushroom range — are incredible. They support hydration, skin barrier health, and have anti-inflammatory properties, making them especially effective for sensitive skin, which continues to be a major concern for so many consumers.

I genuinely believe that, in a few years, adaptogens will be much more mainstream in skincare. Right now, they’re still on the edge of innovation, but the benefits are undeniable.

Glow Hub is available in the UK at Sephora and Anthropologie, and in the US at lookfantastic.com.