How Glow For It Built a $180K-a-Day Beauty Brand on TikTok Shop

Glow For It has grown from a student startup at a kitchen table into a multimillion-dollar beauty brand. Here's what you need to know:

• Daisy Kelly launched Glow For It from her mother’s kitchen table in 2020 while she was a student, and the eyelash serum business now generates about £6 million, or $7.9 million, in annual sales.

• More than 40% of Glow For It’s sales come from TikTok Shop UK, where Kelly uses livestreams to demonstrate products, answer questions and sell directly to viewers.

• Glow For It generated over £100,000, or more than $180,000, during a single 12-hour TikTok Live, which Kelly said significantly changed the company’s growth trajectory.

• Americans spend about $32 million per day on TikTok Shop, while 26% of U.S. online shoppers purchased through the platform in 2024, making it the country’s second-most-popular social commerce platform.

• A Savvy survey found that 54% of TikTok users have bought something through TikTok Shop, rising to 64% among users ages 18 to 34.

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TikTok Shop Sales Data on Glow For It

We dove into Charm's TikTok Shop UK sales data to outline Glow For It's sales over the past 12 months (July 2025 through June 2026).

$4.6M

Total Sales

$2.1M came from their top product, Glow For It Lash Growth Serum.

$1.8M

Live Stream Revenue

38% of their revenue comes from live selling, 58% from video revenue, and 4% from product card revenue.

139.1K

Items Sold

The average unit price was $32.84.

DTC Data on Glow For It

We dove into Charm's DTC data on the brand Glow For It.

Charm Growth Score: 81.51

Charm Success Score: 95.4

Fastest-Growing Channel: Instagram (51.9K followers)

Glow For It is known for its simple, five-second beauty routine, using naturally derived ingredients to create accessible serums for everyday lash and brow care.

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