Glow Recipe TikTok Shop & DTC Success: Powered by Leak Marketing

Early last year Glow Recipe sent creators bronzing drops that went viral when the creator Aysha Harun posted about the product with the hook, "Did I accidentally get sent an unreleased Glow Recipe product"? Now the brand is leaning into this "leak" marketing again. Here's what you need to know:

• Glow Recipe began teasing their Prickly Pear Peptide Mucin by sending 1,800 lab samples labeled "MUCIN" to creators around the globe. It resulted in $500K earned media value before the brand even sent promotional mailers.
• Glow Recipe convinced Sephora to list the lab sample online as a product that is "coming soon" to drive traffic and email captures even before customers could make a purchase. It marks the first time Sephora has pre-listed a product.
• The serum contains 81% prickly pear mucin and stands as a cruelty-free alternative to snail mucin.
• Creator @theresa360 (2.9 million followers on TikTok) posted “Is Glow Recipe launching a cruelty-free snail mucin?” and the post received over 307K views and 27K likes.

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The Data Behind Glow Recipe

Born from a vision to make K-beauty accessible worldwide, Glow Recipe has become a modern beauty powerhouse. Blending playful branding with potent fruit-forward formulas, the brand harnessed the momentum of social commerce to achieve viral status.

From TikTok unboxings to Instagram “leak” marketing, Glow Recipe has mastered the art of sparking curiosity while building trust through clean, vegan ingredients.

Below, we explore the brand’s growth and success across its DTC website and TikTok Shop.

Glow Recipe: DTC Stats

About the Brand:

Glow Recipe creates clean, fruit-forward, clinically-effective skincare for glowing skin. Anchored in Korean skincare philosophies, this sensorial skincare line develops innovative formulas that pair antioxidant-rich fruit with gentle yet powerful actives for real results and your healthiest, glowiest skin yet. Vegan. Cruelty-free.

Charm Growth Score: 83.31

The brand is growing faster than 83% of other brands in the beauty category (based on the growth of social followers, web traffic, and more).

Charm Success Score: 99.80

The brand is more successful than almost 100% of other brands in the beauty category (based on social followers, web traffic, and more).

Fastest-Growing Channel: Instagram

The brand grew its followers from 1.8M to 2.1M in the past 12 months.

Glow Recipe: TikTok Shop Stats

The data reflects US TikTok Shop sales from January - July 2025.

$229K

Total sales

$106.9K

Total sales from the brand's top-selling product, Glow Hues Kit

6.0K

Total items sold

Glow Recipe TikTok Shop Sales by Month & Channel

75% of Glow Recipe's sales in 2025 have come from pre-recorded videos, 11% came from livestreams, and 14% came from TikTok Shopping Mall (including product cards, searches, etc.).

Want more DTC & TikTok Shop insights like these? Book a demo of Charm today.