From a typical D2C launch on Amazon and its own online shop, Glow25 has developed into a successful brand and is shaping the German market for collagen supplements after just a few years. With just four core products, the brand creates exceptional customer loyalty: a Facebook community of 66,000 Glowies, almost 70% of repeat buyers and an 18% subscription rate. Karo talks to CEO Steven Mattwig about the strategies behind this success.
What role do community and stars like Bill Kaulitz play in marketing strategy and in building customer trust? How does Glow25 use AI and ads testing to scale growth? And which strategies are driving expansion in Europe and beyond?
An overview of the conversation with Steven Mattwig:
(2:28) The making of Glow25
(10:41) Product portfolio & target group: What does collagen do and who uses it?
(9:17) Marketing & Sales: Visibility, Channels and Customer Engagement
(18:04) The community of Glowies
(24:34) Pricing Strategies, Subscription Models, and Customer Lifetime Value
(38:58) Influencer Collaborations: From Micro-Influencers to the Kaulitz Hills
(42:27) Expansion & Future Plans: New Markets, Sales Channels, and AI
