I'm not a dermatologist. I'm not a beauty influencer. I'm not even someone who had a skincare routine until about 2 years ago, and I'm 31. But I'm building a skincare brand anyway. Not because I think the beauty industry is evil. Not because I want to "disrupt" anything.
Because I watched my girlfriend get lost on the mountain, and I realized she needed a guide.
Lost at Base Camp
My girlfriend would stand in front of the bathroom mirror, looking at the products she'd bought. CeraVe cleanser. Some serum from TikTok. A moisturizer her friend recommended. An expensive vitamin C thing she wasn't sure how to use.
She'd skip the whole thing and go to bed. Not because she didn't want good skin. Not because the products were bad. Because no one had shown her where to start or how to climb.
She was standing at the base of a mountain with a map written in a language she didn't speak, watching other people sprint to the summit, wondering why she couldn't even take the first step.
That's when it hit me: The beauty industry doesn't need enemies. It needs sherpas.
The Mountain Isn't the Problem
Here's the thing: Drunk Elephant makes great products. So does Tatcha. And Sunday Riley. And La Mer. The summit—premium, luxury skincare—is beautiful. Some people love it up there.
But you can't start at 29,000 feet.
You have to start at base camp. You have to learn to walk before you climb. You need someone to show you the path, carry some of the weight, and tell you when you're ready for the next level.
That's what's missing.
The beauty industry has amazing products at every level. What it doesn't have is honest guides.
The Three Types of "Help" You'll Find
When my girlfriend tried to figure out skincare, here's what she encountered:
The Gatekeepers
"If you're not using retinol and 10% vitamin C and peptides, you're doing it wrong."
These people stand at the summit and yell down at beginners. Not helpful.
The Salespeople
"You NEED this $200 serum! And this $150 cream! And this entire 12-step routine!"
They just want you to buy their stuff, whether you're ready or not.
The Minimalists Who Left You Behind
"Just use water and coconut oil!"
Cool, but that's not guidance. That's just a different summit.
What's missing? The sherpa who meets you where you are and helps you climb at your own pace.
What a Sherpa Actually Does
A real mountain guide doesn't:
❌ Tell you climbing is stupid
❌ Sell you gear you don't need yet
❌ Shame you for starting at base camp
❌ Pretend the summit doesn't exist
A real guide:
✅ Meets you where you are
✅ Gives you exactly what you need for this stage
✅ Shows you the path forward
✅ Celebrates when you're ready to level up
✅ Points you to the summit when the time is right
That's what Glow Up Formula is.
How This Actually Works
Here's the journey I'm building:
🏕️ BASE CAMP (Level 1-2): Start Here
You've never had a routine. You're overwhelmed. You don't know where to start.
What you need: Our simple starter products. Cleanser, moisturizer, SPF. That's it.
What I do: Give you exactly what you need to build the habit. Nothing fancy. Just quality basics that work.
Cost: $50-70. Accessible but not cheap.
⛰️ THE CLIMB (Level 3-4): Building Confidence
You've got the basics down. You're consistent. You're ready to learn more.
What you need: Education on ingredients. Guidance on when to add treatments. Honest reviews of what's worth trying next.
What I do: Teach you to read labels. Show you when to add vitamin C or retinol. Review both affordable and premium options so you can choose what fits your budget.
Cost: Mix of our products + curated recommendations from other brands (drugstore to mid-range).
🏔️ THE SUMMIT (Level 5): Advanced Skincare
You're confident. You know your skin. You're ready to invest in premium products.
What you need: Guidance on which luxury products are actually worth it. Honest reviews of the expensive stuff.
What I do: Review premium brands. Compare formulations. Tell you when $150 is worth it and when $25 is just as good. Help you spend wisely.
Cost: Your choice. I'll guide you, but you decide where to invest.
The key: I don't just take you to base camp and abandon you. I guide you through the entire mountain.
Why I'm Building Our Own Products
You might ask: "If you're reviewing everything, why make your own products?"
Because you need a reliable base camp.
When someone shows up overwhelmed, I don't want to say "go try 47 different cleansers and figure it out." I want to say: "Start here. Use this for 3 months. Build the habit. Then we'll talk about leveling up." Our products are the foundation. The starting point. Base camp. They're not the only products you'll ever need. They're the ones you need first.
Once you're ready? I'll show you what's next—whether that's from us or from someone else.
The Testing Process
I'm currently testing products from multiple suppliers.
Every cleanser goes on my face for two weeks. Every moisturizer gets the "would I give this to my girlfriend?" test.
The standard: Would this help someone at base camp start their journey?
Is it gentle enough for beginners?
Is it effective enough to see results?
Will it build confidence instead of confusion?
Is the price honest?
If it doesn't pass, it doesn't make the cut.
I'm documenting the whole process on TikTok and Instagram. The good, the bad, the "this sample is terrible" moments.
What You'll Get When We Launch
The Foundation Collection (Base Camp)
3-4 simple products to start your journey. Quality ingredients. Honest pricing. Clear instructions.
The Glow Up Guide (Free Resource)
How to build a routine, read labels, and navigate the beauty industry at every level.
Honest Reviews (Ongoing Content)
I test and review products from every brand—drugstore, mid-range, luxury. Your guide through the entire mountain.
The Community
People climbing together. Some at base camp, some at the summit, everyone supporting each other.
The Bigger Vision
In 6 months, I want someone to come to Glow Up Formula and say:
"I've never had a skincare routine. Where do I start?"
And I can say: "Right here. These three products. Use them for 90 days. Then come back and we'll talk about what's next."
In 2 years, I want that same person to come back and say:
"I'm ready to try vitamin C. What should I get?"
And I can say: "Here are the 5 best options at different price points. Here's how they compare. Here's what I'd choose."
I want to be the guide people trust from their first cleanser to their first $100 serum.
Not because I'm selling everything. But because I'm honest about everything.
Join the Journey
We're launching in 2025.
Join the waitlist and get:
- First access when we launch
- 20% launch discount
- Free Glow Up Guide (beginner to advanced)
- Behind-the-scenes updates as I build this
Whether you're at base camp or halfway up the mountain, there's a place for you here.
Let's Climb Together
My girlfriend doesn't need someone to tell her the beauty industry is a scam.
She needs someone to show her where to start. To walk beside her. To tell her when she's ready for more.
That's what a sherpa does. That's what Glow Up Formula is.
The mountain is beautiful. The products at every level can be amazing.
You just need a guide.
Let me be yours.
— Jimmy
Founder, Glow Up Formula
P.S. Where are you on your skincare journey? Base camp? Halfway up? Hit me up on Instagram or email support@glowupformula.com. I want to know where you're starting from.