We started Glowstead in the United States for a simple reason: too many complexions were disappearing between trends. We wanted a brand that looks reality in the eye: every shade, every undertone, every story. No stage lighting that erases texture. No hollow promises. Just attention, precision, and respect.

From day one, we built with people who felt overlooked. Test groups where light doesn’t flatten pores or soften freckles. Feedback that matters more than slogans. We learnt to speak the language of undertones and to listen before “fixing” anything. The result is a community that finally recognises itself in both the images and the intention.

Our growth in the US didn’t come from a stunt, but from a stubborn idea: represent honestly, keep things simple, and let skin exist. Real faces. Complexions from fair to deep. Warm, neutral and olive undertones that don’t turn grey on camera. An art direction that’s luminous yet honest. Plain language, no shortcuts.

Expanding to the United Kingdom is the natural next step. Same commitment, same standards, same way of working: co-create with the local community, show real skin, respect undertones, choose simple words. London, Manchester, Birmingham, Glasgow… Glowstead is here to continue what we began: making shade and tone easier to navigate for everyone.

Our promise fits in a few principles:

• Represent every skin tone, without filters that erase reality.
• Work by undertone, because true fidelity starts there.
• Speak simply, decide with our community, stay transparent.