Clearpay customers spend 24% more
How Clearpay makes Glow For It's serums more accessible, while delivering business benefits
Six years ago, Glow For It founder Daisy Kelly created a lash serum to help regrow her damaged lashes and restore her confidence. When a viral video led to the serum selling out in 24 hours, Kelly knew she was onto something special.
Since then, Glow For It has sold hundreds of thousands of products and launched into Boots. Throughout the journey, Kelly has been dedicated to ensuring her products remain within reach for those who need them.
Onboarding Clearpay was a no-brainer for the business – the option to buy now, pay later ensures that the Glow For It range is accessible to everyone by giving them a flexible way to try a serum that will help them feel good about the way they look.
“With Clearpay, customers don’t have to sacrifice on products they love – especially something they’ve already used and benefitted from,”
Daisy Kelly, Founder, Glow For It
Rather than concealing lash damage with a set of extensions, Glow For It’s bestselling Lash Growth Serum restores natural growth, without ingredients such as prostaglandin analogues, which have been linked to pigmentation changes and orbital fat loss.
Today, Clearpay remains an important part of the brand’s growth strategy by helping attract new customers while also ensuring that the products remain attainable for existing ones.
About Glow For It
Glow For It began as a lockdown project in 2020, after Kelly turned to lash serums to regrow eyelashes she had plucked out during periods of anxiety.
Unable to find a serum that didn’t contain controversial ingredients, she formulated her own. Since then, Kelly has built a team of 10 around her and expanded the brand’s product range, which now includes specialised brow and hair growth serums, mascara and a cleansing balm.
Helping regular customers manage their cashflow
Kelly is passionate about ensuring her products are accessible to customers who need them. Offering Clearpay at the checkout drives loyalty by enabling customers to pay in instalments.
“Clearpay means that customers can still get the benefit of spreading out their payments without being locked into a subscription,”
Daisy Kelly, Founder, Glow For It
She adds, “Clearpay has been really beneficial for our retention strategy.”
Growing (beauty) basket value
Offering customers payment flexibility translates to larger basket sizes for Glow For It.
Kelly says that customers who pay with Clearpay spend 24% more, on average, than customers who use other payment methods.
Clearpay is popular with customers placing multi-product orders or purchasing a bundle – this consumer behaviour can be seen both throughout the year and during major sale events.
Attracting and converting new customers
Glow For It has grown steadily since launching, and attracting new customers continues to be critical to sustaining that momentum.
Since the brand introduced Clearpay in 2025, 97% of purchases made through the platform have come from new customers.
“Clearpay has helped us reach customers who might otherwise have been hesitant to experiment with new products,”
Daisy Kelly, Founder, Glow For It
With so many beauty brands flooding the market, it can be hard to cut through the noise. Offering Clearpay helps build confidence among new customers, with the platform’s reputation helping persuade shoppers to make their first purchase.
“We know customers want options,” she adds. “You can either offer Clearpay at checkout and convert them, or risk losing the sale.”
Glow now, pay later
Kelly’s advice for fellow business owners? “Offering Clearpay is a no-brainer.”
“You’re not going to lose anything by having Clearpay available,” she says. “You could tap into an entire new audience.”
Daisy Kelly, Founder, Glow For It
Disclaimer: All referenced statistics provided by Glow For It.
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