Glow25
Winner
Excellent Brands
Beauty and Care
Credits
Company / Customer
Agency / Design
Details
True beauty isn't about hiding your age — it's about embracing every chapter of life with intention. Founded in Berlin in 2021, we are Germany's #1 collagen brand with over 2.5 million customers. As a counterpoint to the traditional anti-ageing market, Glow25 pursues a pro-ageing approach. Rather than promising eternal youth, we ask what the body truly needs to radiate from within. Our collagen products deliver just that — high quality, highly bioavailable, and easy to make part of your daily routine. But our mission goes beyond the product, because empowerment and visibility are our driving force. Glow25 is more than a brand. It's a movement.
The Jury‘s Statement
In a beauty market long shaped by promises of rejuvenation, Primal State Performance sets a clear counterpoint with "Glow25". The brand addresses women in a phase of life that is often underrepresented and links well-ageing with self care, health and routine. This attitude shapes language, imagery and community management alike, making the brand presence relevant to the target group's everyday life. Relevance emerges here from a positioning that does not conceal beauty, but reframes it.
