Conversation with… Daisy Kelly, founder of Glow For It
In this latest Conversations interview, we chat with Daisy Kelly, the 25 year-old founder of the Glow For It beauty brand, about her journey from performing arts to entrepreneurship, the story behind the business, and the values driving its success.
What made you start Glow For It and how did the idea come about?
I studied musical theatre at Guildford School of Acting and was very much set on a career in that field until my third year when we went into lockdown.
Suddenly I was doing ballet classes at my mum’s kitchen table, using the counter as a barre – it was bizarre! Even though I graduated and got an agent, theatres were closed, and the industry was on pause.
At that point, I started questioning if performing was really for me. It’s a very cutthroat, competitive industry, and I realised how little control I would have over my own career. Lockdown fast-tracked that internal conversation.
Never Miss a Retail Update!I started asking what I would do if I wasn’t performing. I still wanted to do something creative and fulfilling – something that brought me joy.
The idea for the business started from a very personal place. Back in sixth form and university, I developed a habit of stress-picking at my eyelashes, which over time became compulsive.
Eventually, I got eyelash extensions to try and get a bit of my sparkle back, but then lockdown hit again, and salons closed. I picked them all off and was left with nothing. No lashes at all.
It really affected my confidence. I’m quite a bright, smiley person, but at 20, when you care so much about your appearance, it was difficult. I started researching how to grow my lashes back. I investigated castor oil, lash serums – all the usual suspects.
That’s when I discovered that many lash serums contain prostaglandin analogues – ingredients originally developed for treating glaucoma. My grandfather has glaucoma, and his lashes were honestly longer than mine! But then I learned about the side effects: pigmentation, discoloration, and even orbital fat loss, which causes the under-eye to appear sunken.
There’s a lot of content online showing people experiencing premature aging and pigmentation around the eyes from using these serums. I didn’t want to risk that, especially not at 20.
Castor oils are nourishing but not proven to grow lashes, and most serums on the market had ingredients I didn’t want near my eyes. I needed a product that didn’t exist.
That’s when I started contacting suppliers, asking if we could create a lash serum without prostaglandin analogues, but that still delivered results. I had a clear ingredient blacklist from the beginning, which helped guide development.
How long did it take to create the serum?
It took a long time, but we got there. The product had to be effective but also safe; something I’d be proud to use and recommend. That foundation – being created out of necessity – made the mission so personal.
Launching a business isn’t for the faint-hearted, especially with a product you’ve created yourself. How did you have the strength to do it?
My mum was the CEO of several companies while I was growing up. So, I grew up in an environment where I honestly believed women could do and achieve anything. That mindset of independence and resilience was ingrained in me from early on.
She also emphasised that if I put my mind to something, worked hard, led with kindness, and stayed true to myself, there was nothing I couldn’t achieve. And I genuinely believe that.
I had no corporate or office experience going into this. Everything’s been learned on the job. Having someone I can bounce questions off, someone who’s led big teams and run companies, it’s invaluable. I’ve also surrounded myself with a team who are far more experienced than me in a lot of areas. That’s helped massively.
Speaking of your team, how big is it now?
We have ten people in our Hammersmith office. A year ago, there were just three of us. So, it’s been fast growth, and that brings its own set of challenges, but it’s very exciting.
How did you go from that early startup phase to where you are now? Did you have to seek out funding?
No, we’re still completely bootstrapped. That’s something I’ve tried to maintain as long as possible. Of course, we have big plans for expansion, especially into the US, so we’re starting to explore what might make sense long term. But so far, it’s all been self-funded.
What was the big turning point for you?
Honestly? TikTok. Social media in general has been huge for us, but TikTok specifically changed the game. Without it, I don’t think the business would have grown the way it has.
And was there a particular video that took off?
Yes. I’d been posting casually, kind of hiding behind the brand. I hadn’t told anyone it was mine. I had this draft video on my phone where I finally said, “Hi, I’m Daisy, I’m the founder of Glow For It.” I talked about my lashes, why I created the brand, and what the product had done for me. I sat on that video for ages! Then I started getting messages from friends asking if I was working for some new beauty brand. So, I thought, OK it’s time to go for it.
I posted the video, and it just blew up. That was our first viral moment. Orders were flooding in through our Shopify store, and I was in my mum’s kitchen packing everything myself. It was chaos – in the best way.
What do you think helped it connect so well?
People related to the authenticity. Putting my face to the brand helped build trust. I had a background in theatre and self-tapes, so I was comfortable in front of a camera and was able to speak naturally. That made a significant difference, especially in a category as intimate as beauty.
What were some of the biggest challenges?
Like a lot of founders, I was doing absolutely everything which in hindsight was a blessing. I learned so much. But it was intense as I was also working in a full-time teaching job. I’d teach during the day, come home, pack orders, and then work on marketing, customer service, P&Ls from 11pm to 3am. Then I got up and did it all again. I did that for about nine months.
What’s next for Glow For It?
We’re now focused on growth, including more products, expanding internationally, and continuing to build our community online. And staying true to our values along the way. Glow For It was born from something personal, and I think that’s always going to be at the heart of what we do.
There’s still so much value to unlock within the business, and right now, I’m completely focused on the next five years. This isn’t something I want to build and sell. I genuinely wouldn’t be happier doing anything else. I want to grow it sustainably, build the right team, and take it where I know it can go.
What are some of the big milestones you’ve hit recently?
We launched into Boots in March, which was huge – our first real physical retail opportunity. In February, we expanded into TikTok Shop Ireland officially, and we’re seeing rapid growth there. Now, we’re looking closely at the US. But we’re not rushing it. Everyone I speak to says: take your time and go in prepared. That’s what we’re focused on.
You’re moving fast, and you’re still so young. What keeps you grounded? Who do you turn to for advice?
I invest in my support network. I work with a coach and mentor, and I also go to therapy, which I think is hugely important. Your personal wellbeing inevitably affects how you show up in the workplace, and I want to be the best leader I can be. If I’m bringing imposter syndrome or anxiety into the business, it’s not going to help my team or my decisions.
And I’m always learning. I have monthly mentoring sessions with Aimee Connolly from Sculpted by Aimee through the Cosmetics Executive Women programme. She’s 10 to 15 years ahead of me in her journey and her advice has been invaluable. Whether it’s team dynamics or planning a US launch, she helps me think strategically.
You’ve clearly cultivated a powerful community. People don’t just buy – they belong. How do you foster that kind of loyalty and engagement?
We show up. Every day. Literally. We’re live on TikTok for at least three hours daily, and three times a week for 12 hours straight. That’s real-time conversation with customers. Sometimes it’s me, sometimes it’s team members, but always someone who gets the brand.
Around 70% of people who join our lives are new. That’s a massive opportunity to introduce them not just to our products, but to our purpose. It’s an emotional first touchpoint – you can’t get that from a scrollable carousel.
People don’t follow us because we’re pretty or polished. They follow Glow For It because they feel empowered. It’s a space where they’re seen. That emotional connection is ageless, and it’s become one of our greatest strengths.
We’re all about creating physical moments for our community. Instead of flashy influencer events, we host things like community walks. Our next one in Battersea Park sold out in four minutes. People just want to grab a coffee and chat with us – and that’s everything.
At our last pop-up with Boots, someone even travelled from the Isle of Wight just to meet the team. That’s the kind of engagement you can’t manufacture.
Are we going to see a physical Glow For It store any time soon?
Never say never! We ran our own pop-up over Christmas, and honestly, I didn’t want it to end; I loved being there and connecting with customers in person. For now, we need to expand our product range a bit more, but who knows? A standalone store could definitely be on the horizon in a few years.
What advice would you give to other young people looking to start their own online beauty brand?
It’s so tempting to think you need to be ground breaking from day one. But honestly? You don’t. You just need to start. You need to stay grounded in your values. Build something real. And talk to your customer every single day.
And don’t be afraid to make mistakes. We’re constantly learning, evolving. This is my first brand. I’m 25. I don’t have all the answers. But I do have a team, a community, and a purpose – and that’s more powerful than any perfect launch.
