— Our story
Honest beauty, made for everyone.
Founded in 2018 in San Francisco, Glowing was born from a simple idea: skincare should feel as good as it works — without compromise.
Plant-powered
— Made with care
A small studio with big standards
We started Glowing after years of reading labels we couldn't pronounce. Today we formulate every product around a single question: would we use this on our own skin, every day?
- 1,800+ ingredients on our "no" list — every formula screened
- Independently dermatologist tested for every skin type
- Refillable glass packaging — built to live more than once
120k+
Happy customers worldwide
4.9
/5
Avg. rating · 4,200+ reviews
1,800
+
Ingredients on our "no" list
92%
Of packaging is refillable
— What we believe
Four promises behind every bottle
These aren't talking points — they're the filters every formula has to pass before it reaches your shelf.
01
Plant-Powered
Botanical extracts at the heart of every formula — actives backed by tradition and science.
02
Clinically Tested
Independently dermatologist-tested for sensitivity, efficacy, and every skin type.
03
Refillable Design
Heavy glass primaries, refill pouches — packaging built to live more than once.
04
Cruelty-Free
Never tested on animals. Leaping Bunny certified, vegan-friendly across the line.
— The journey
From kitchen table to 120k bathrooms
-
2018
The first batch
Founders Maya and Jules formulate the first Perfecting Facial Oil in a 400 sq ft studio in the Mission, San Francisco.
-
2020
The "no" list
We publish our 1,800+ ingredient exclusion list — long before "clean beauty" became a marketing line.
-
2022
Refill program launches
Heavy glass primaries, lightweight refill pouches. Customers return for years, not weeks.
-
2024
Leaping Bunny certified
Cruelty-free certification confirmed across every supplier, every ingredient, every step.
-
2026
Today
120k+ customers across 32 countries — still small enough to read every review, still answering the same question.
— The people
A small team, obsessed with the details
Chemists, designers, and skincare nerds — 14 of us, all in one studio.
Jules Okafor
Co-founder & Head of Formulation
Sofia Reyes
Head of Community
Theo Park
Design Director
— As featured in
- VOGUE
- Allure
- Byrdie
- Refinery29
- Goop
- Cosmopolitan