Beauty should feel simple. Quality should never be.

Since 2011, iGlow has had one clear purpose: to make beauty routines simpler, more enjoyable, safer and more inspiring. We believe the products you use close to your skin, eyes and hair should feel easy to trust — thoughtfully developed, straightforward to use and worthy of a lasting place in your routine.

Our story

iGlow was founded in Bergen, Norway, in 2011 by Elin Bratten. What began alongside the family’s photography business soon found a life of its own. As one of the early Norwegian beauty stores built online, iGlow learned something that still guides us today: trust is earned in the details.

Starting with one lash serum and a belief that beauty products should live up to their promises, we grew by listening closely to the people who used them. Real experiences, honest feedback and long-term relationships shaped the brand far more than passing trends ever could.

More than a decade later, the next generation carries the family business forward. The collection has grown from lash care to brow care, mascara, silk and everyday beauty essentials, and the iGlow community now reaches customers across Norway, Ireland, the UK and Europe. The ambition is still personal: to create products we are proud to put our name on — and that our customers are happy to return to.
iGlow Brow Maximizer - Brow Serum, 4 ml - iGlow Cosmetics
iGlow Lash Maximizer and iGlow High Volume Mascara - iGlow Cosmetics

From one hero product to a growing beauty universe

Our roots are in lash care, and that specialist knowledge still shapes how we grow. We add to the iGlow collection with intention — when we believe a product can make a real routine easier, better or more enjoyable. Today, the range includes brow care, mascara, silk and everyday beauty essentials, each created to earn its place in your routine.

What guides us

  • Quality comes first

    Carefully developed products, clear standards and attention to every detail — from formula to final experience.

  • Built on trust

    Honest information, meaningful standards and real customer feedback help you choose with confidence.

  • Beauty should feel simple

    Thoughtful, easy-to-use products designed to fit naturally into your everyday routine.