Telling the Founder Story
Glowolution:
How They Built a Global Dewy Culture
Touch PR’s founder-first strategy continues to evolve Glow Recipe’s global glow into a defining force in Singapore—from its 2020 Sephora debut to elevating Sarah Lee and Christine Chang as credible K-Beauty innovators, while rallying a vibrant community of press, creators, and fans who live for the Glow.
The Strategy
In Singapore’s saturated beauty scene, we position Glow Recipe as the brand that rises above the rest—powered by visionary founders, fruit-charged formulas, and science that feels joyful, not clinical. Our goal is simple: place Sarah and Christine at the heart of the narrative as the authoritative voices shaping K-Beauty today. Their insights drive education, build trust, and transform “glowy” from a look into a lifestyle. By anchoring press storytelling, creator conversations, and community experiences around their expertise, we cultivate a fanbase that connects instinctively with the philosophy—and the people—behind the brand.
The Approach
From day one, we run an always-on, founder-led PR engine that keeps Glow Recipe culturally loud and emotionally sticky. Hard-hitting interviews shine on Sarah and Christine’s ingredient mastery and their signature science-meets-fun ethos. When Christine visited Singapore, we built a full 360 activation around her presence—press meetings, intimate luncheons, and a special gathering where she connected directly with Glow’s most influential fans, turning founder access into unforgettable brand love. And when the global Glow Conference launched, we reimagined it as a cinematic local premiere, sparking instant buzz across social feeds. Across every touchpoint, we amplify founder credibility, creator passion, and real-world excitement—powering a Glowolution that keeps glowing and going stronger year after year.
