How Beauty Product Start-Up ‘Glow Theory’ Became The First K-beauty Retailer In South Africa
How Beauty Product Start-Up ‘Glow Theory’ Became The First K-beauty Retailer In South Africa. Glow Theory is the first dedicated K-beauty retailer in South Africa. The aim of this company is to create a one stop shop for all its client’s beauty wants and needs. The company was founded by Tamsin van Tonder, who started to conceptualise this store back in late 2015.
The company explains on their website that van Tonder had been using an almost exclusively Korean skincare routine for about 6 months, and it was the only thing that had managed to turn her skin around from the hormonal mess it had become after she changed medications. Her friends noticed this and started to ask me what she was using and soon enough van Tonder became the local K-beauty dealer, ordering products from Korea for her friends, putting skincare routines together for them, and getting everyone addicted to sheet masks and snail mucin.
The goal of the company is to stock a wide range of the most highly rated Korean cosmetics available, at the most affordable prices in South Africa. The founder personally tests everything herself as she is always trying out new and innovative products so that she can bring her clients the most current and effective products Korea has to offer.
The company acknowledges that it chose Korean beauty products because Koreans spend more on cosmetics than any other population in the world, and it shows – both in the quality of their skin and in the innovation this demand for excellent beauty products has created. While the average Korean woman is not obsessed with finding the perfect all-in-one product, they are insistent on excellent quality, innovative formulations, and having a diverse group of cosmetics to choose from. This demand has resulted in K-beauty being a decade ahead of the global beauty industry.
The Korean skincare routine is known for requiring some time and commitment every day, and while a K-beauty routine can range from a simple 3-step routine to over 10 steps, many adherents have spoken about the mental health benefits of committing to a self-care routine that is enjoyable and effective.
