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.
Awards
Over the years Clay And Glow has been rewarded with several awards, and we couldn't be more proud of our accomplishments!
2018
It all started when Julia had an allergic reaction to almost every skincare product she tried. This made her realize the need for skincare that was not only effective but also safe for people with sensitive skin. Inspired by her own experience and driven by the desire to create products that looked beautiful but were also suitable for all skin types, Julia and Randy decided to create their own brand.
2019
After a period of intensive testing and product development, we at Clay And Glow officially launched our first product on May 23, 2019: the pink clay mask. This highly anticipated launch marked the beginning of our journey, and the product quickly became a favorite among skincare enthusiasts. With its unique formula and effective results, the pink clay mask laid the foundation for our growing success.
2020
In August 2020, Clay And Glow reached a major milestone by making our products available in all ICI Paris XL stores across the Netherlands. This was a huge step for our young company. That same year, we launched new products, including the AHA citric acid face scrub, the triple AHA cleanser, and the hydrating moisturizer. We also won the Dutch Beauty Award! In addition, we opened our office and hired our first employee.
2021
In 2021, Clay And Glow kept growing and evolving. We won the ICI Paris XL Award for Best Exclusive Brand of 2020. The year also marked the launch of new products, including the lip scrub, vitamin C serum, hyaluronic acid toner, and peptide eye cream.
2022
In 2022, we launched our first “out-of-home” campaign, further raising awareness of the brand with a wider audience. We introduced new products such as the avocado mask, protecting day cream SPF30, and micellar makeup remover. The hyaluronic acid toner earned 3rd place at the Dutch Beauty Awards for 2021/2022.
2023
In 2023, we at Clay And Glow added two new products to our collection: the retinol night serum and the lip oil. That same year, we reached an exciting milestone, the 100.000th online order was placed! This was a big moment for us, showing how much our customers loved and trusted our products.
2024
In 2024, we continued to grow by expanding our product range with the launch of the BHA/AHA exfoliant, niacinamide treatment serum, and spot treatment gel. Our retinol night serum also secured 3rd place at the Dutch Beauty Awards 2023/2024 and was awarded Best Skincare Launch at ICI Paris XL. Additionally, we were present at Lowlands and had a product display in ICI Paris Arnhem.
2025
In 2025, Clay And Glow is still innovating. The hyaluronic acid tanning drops were launched this year and are currently one of the bestsellers. Who knows, more products may be added to the range later this year…
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