Get to know our story

Behind Clay And Glow

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.

Our mission is to make natural, vegan and problem-solving skincare look cute while making your skin glow again!

But how did it all start?

Pink Clay Mask

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 Story

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 10 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.

Natural & Problem solving ingredients

The Clay And Glow mission is easily described in one sentence:''Natural and problem-solving skincare products, but cute!'' The products have an Instagrammable look and feel, while also being formulated with natural ingredients.

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.

Our values

Natural Origins

All Clay And Glow products have an Instagrammable look, while also being formulated from natural ingredients.

Vegan & cruelty free

Our products are all made from vegan ingredients and none of our products are tested on animals.

No harmful ingredients

You won't find ingredients like parabens, silicones, PEGs, or harmful alcohol in any of our products!

How it all started

Julia gets an allergic reaction

After using a 'cute' face mask to reduce her acne, Julia got an allergic reaction. This was the moment she knew her skin needed natural skincare products.

But she thought all those products were boring. That's where the idea of Clay And Glow was born. She needed to launch a skincare brand that had all she wanted:

Natural and problem-solving skincare products, but cute!

Working on the 'magic' formula

Testing fase: a struggle

Julia found a bio-chemist with 17+ year of experience that wanted to help to bring her vision to live.

She started trying samples that he made for her. It took 9 months (!!) for them to find a formula that worked for Julia her skin.

Eventually they got their 'magic' formula: A Pink Clay Mask made with 98% natural ingredients, without perfume, alcohol or any nasties.

Launch time: 23 May 2019

Clay and Glow was born

Together with Julia her boyfriend, she did all the marketing, website, packaging and everything around creating the brand herself.

They launched their Pink Clay Mask exclusively on this website (just know, it didn't look this good back then).

But that didn't matter: Clay And Glow was born!

The next step

Launching in Ici Paris XL

After working on creating a tribe, called "The Glow Gang" back then, the Clay And Glow products were noticed by Ici Paris XL.

On August 10th in 2020, our products were available in all Ici Paris XL stores in The Netherlands!

Such a milestone and recognition after working hard on the brand, products, feedback and happy customers.

What an achievement

We won a Dutch Beauty Award

IN 2020 we won the Dutch Beauty Award. It was such an achievement for us and we were so excited.

After this award we won 2 more Dutch Beauty Awards

Another one!

Ici Paris XL award

In 2021 we received an Ici Paris XL award for best exclusive brand of 2020!

Our products are available in all Ici Paris XL stores in The Netherlands and in selected stores in Belgium.

Want to know where the nearest store is?
Go to our "find us" page!

Another milestone

Our first "out of home" campaign

In 2022 we had our first national "out of home" campaign. This was such a proud moment for us, seeing our brand and products in big cities in The Netherlands.

We wanted to represent our brand the best way possible so we used 2 diverse models holding our products and we got amazing feedback.

Available @ Schiphol

Our products are available on Schiphol

Since November 2022 our products are also available behind the custom boarder at Schiphol Airport.

Find some of our bestselling products in the stores at Terminal 1,2 and 3.



4,9 / 5

out of 1.900+ reviews


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!