Get to know our story
Get to know us and learn more about our story, our mission, vision and promise.
Who we are
Clay And Glow is a Dutch, female-founded skincare brand founded on the 23rd of May 2019 by a customer for a customer.
It all started when Julia Veer (21 years old at the time) had allergic reactions to pretty much every skincare product she tried. The dermatologist told her to only use organic and natural skincare products. However, these products all looked plain.
Julia wanted to be able to buy cute skincare products just like everyone else, without her skin getting flaming red and itchy. So, she and her partner, Randy, decided to develop their own skincare brand.
And here began the story of Clay And Glow…
Our mission
Clay And Glow is here to provide simple, fun, affordable, problem-solving and cute cosmetics that fits all skin types, sparks joy and empowers people to feel confident and look good, day in and day out.
Our story offically began in May 2019, when we launched our first product: the Pink Clay Mask. This quickly became a public’s favorite and then more products followed. With a nice collection of over 15 skincare products currently, the skincare family keeps growing!
Fun fact: every product we launch is extensively tested by Julia herself for a longer time. If her sensitive skin can handle the product, we are confident of its quality.
Cosmetics should be easy, accessible, and fun.
There is a need for cosmetics product that suits all skin types and shortens the distance between the brand and the consumer. A problem-solving product that works and is cute at the same time, that is inspired by a community of experts and customers and one that delivers a full brand experience from our community to our products and from retail into the bathroom, giving a daily boost of joy and self-confidence.
People need a brand that understands the needs and problems of its community and that is swift enough to pick up on trends and adapt to seize the opportunity in a cute way.
To minimize the chances of your skin getting irritated by skincare products, we use as many natural ingredients as we can. Not all ingredients are available in nature, but if an ingredient does exist in nature, we make sure to use that variant! This is why all of our skincare products consist of more than 90% natural ingredients.
How it all started
Julia gets an allergic reaction
After using a 'cute' face mask to reduce her acne, Julia got an allergic reaction. This was the moment she knew her skin needed natural skincare products.
But she thought all those products were boring. That's where the idea of Clay And Glow was born. She needed to launch a skincare brand that had all she wanted:
Natural and problem-solving skincare products, but cute!
Working on the 'magic' formula
Testing fase: a struggle
Julia found a bio-chemist with 17+ year of experience that wanted to help to bring her vision to live.
She started trying samples that he made for her. It took 9 months (!!) for them to find a formula that worked for Julia her skin.
Eventually they got their 'magic' formula: A Pink Clay Mask made with 98% natural ingredients, without perfume, alcohol or any nasties.
Launch time: 23 May 2019
Clay and Glow was born
Together with Julia her boyfriend, she did all the marketing, website, packaging and everything around creating the brand herself.
They launched their Pink Clay Mask exclusively on this website (just know, it didn't look this good back then).
But that didn't matter: Clay And Glow was born!
The next step
Launching in Ici Paris XL
After working on creating a tribe, called "The Glow Gang" back then, the Clay And Glow products were noticed by Ici Paris XL.
On August 10th in 2020, our products were available in all Ici Paris XL stores in The Netherlands!
Such a milestone and recognition after working hard on the brand, products, feedback and happy customers.
What an achievement
We won a Dutch Beauty Award
IN 2020 we won the Dutch Beauty Award. It was such an achievement for us and we were so excited.
After this award we won 2 more Dutch Beauty Awards
Another one!
Ici Paris XL award
In 2021 we received an Ici Paris XL award for best exclusive brand of 2020!
Our products are available in all Ici Paris XL stores in The Netherlands and in selected stores in Belgium.
Want to know where the nearest store is?
Go to our "find us" page!
Another milestone
Our first "out of home" campaign
In 2022 we had our first national "out of home" campaign. This was such a proud moment for us, seeing our brand and products in big cities in The Netherlands.
We wanted to represent our brand the best way possible so we used 2 diverse models holding our products and we got amazing feedback.
Available @ Schiphol
Our products are available on Schiphol
Since November 2022 our products are also available behind the custom boarder at Schiphol Airport.
Find some of our bestselling products in the stores at Terminal 1,2 and 3.
150.000+
HAPPY CUSTOMERS
4,9 / 5
out of 4.900+ reviews
221
Stores with our products
Product Test Panel
Every product we launch has to benefit the Glow of your skin. That means we listen and take notes when you ask for new products or come forward with feedback about already existing products. There is always room for improvement if our customers think so. We listen, inventorize and make changes based on the messages we receive.
To involve our community even more, we created our Product Test Panel . This Panel is for everyone that wants to help improve and further develop Clay And Glow products. We value the feedback of our consumers and couldn't have done all we have without it!
Learn more
Awards
Over the years Clay And Glow has been rewarded with several awards, and we couldn't be more proud of our accomplishments!
