Social Media Strategy and Content Development for Glow Recipe

Glow Recipe is a fruit-forward skincare brand known for blending clinically effective formulas with playful, educational storytelling. As one of the fastest-growing brands at Sephora at the time, Glow Recipe’s digital presence played a critical role in driving cultural relevance, community trust, and product discovery.

The goal of this role was to support the development and execution of Glow Recipe’s social and content strategy, strengthening brand presence through high-impact storytelling, strategic partnerships, and performance-driven creative.

Working closely with the Content Director, I partnered on the development and execution of comprehensive social media strategies designed to increase engagement, reach, and brand visibility. I supported the Creative Director in bringing visual concepts to life, assisting with photoshoots and on-set execution to ensure creative consistency across campaigns.

My role also included forging strategic social brand partnerships and tracking performance across platforms, using insights to optimize content and inform future strategy. A key focus was creating culturally resonant moments that blended humor and education, helping the brand remain both authoritative and approachable.

I was directly involved in the ideation, creation, and execution of viral social content that combined humor and education, helping drive cultural relevance and engagement for one of Sephora’s fastest-growing brands at the time.

A standout initiative was Dew You, Glow Recipe’s first-ever anonymous casting campaign in beauty. I supported the campaign end-to-end, contributing to creative direction, assisting in talent selection, and leading models on set for campaign photography and social video content.

The work reinforced Glow Recipe’s position as a category leader on social while strengthening community trust and brand affinity through authentic, creator-led storytelling.