Glow Recipe’s skin-care business is on a roll.The K-beauty incubator and e-commerce site launched its namesake product line at Sephora in March 2017. With the launch of its fourth product on June 1 on sephora.com — the Watermelon Glow Jelly Sheet Mask, $8 — industry sources estimate the skin-care brand will do $30 million in retail sales in 2018 alone.Christine Chang and Sarah Lee, Glow Recipe’s cofounders and co-chief-executive officers, began Glow Recipe as a curated e-commerce distribution platform for K-beauty products in the U.S., later branching out to private labeling products for retailers and ultimately, their own skin-care line. The multitasking Glow Recipe skin-care range has quickly gained a cult following thanks to Chang and Lee’s knack for social media marketing. On the day it launched in May 2017, the brand’s Watermelon Glow Sleeping Mask sold out and amassed a 5,000-person wait list on sephora.com.As the concept of K-beauty continues to proliferate in the U.S., Glow Recipe is just one of several businesses that began as K-beauty e-commerce platforms and have expanded into retail, product lines and content. Alicia Yoon’s Peach & Lily went from curated K-beauty e-commerce site to pop-ups within Macy’s stores and a private label line called Peach Slices at CVS. This month, Yoon launched the first product in her Peach & Lily skin-care line — the Glass Refining Skin Serum, $39. Charlotte Cho’s Soko Glam platform has moved from online retail into a content site, The Klog, and pop-ups within Bloomingdale’s and in SoHo.Glow Recipe skin care, said Chang, while formulated with Korean technology and inspired by South Korean heritage — both cofounders remember their grandmothers using watermelon rinds to soothe irritated skin — is seen by consumers as simply a skin-care line, not a K-beauty brand. At the Sephora, the brand is shifting its presence from the K-beauty wall to Scouted by Sephora fixtures.”It’s transcended trend to a movement,” Chang said of K-beauty. “It’s really brought into the market a new approach to skin care, whether that be product, a fun texture or something that is easy to use so that skin care is no longer a chore.”Systematically dropping products throughout the year is one way Glow Recipe generates buzz for its skin-care line. The brand launched with its Blueberry Bounce Cleanser in March 2017, the Watermelon Sleeping Mask in May and Watermelon Pink Juice Moisturizer in January 2018. “We’re laser-focused on each launch — we give it enough time for the awareness to take place and for people to share what they love through organic content and conversations.     

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