The Berlin supplement startup Glow25 is getting prominent reinforcements: Sarah Jessica Parker is taking on the role of Chief Creative Officer.
Carrie Bradshaw would probably say: A new job in the beauty world, and this time no column text. The Berlin supplement startup Glow25 is getting prominent reinforcements: Sarah Jessica Parker is taking on the role of Chief Creative Officer.
The actress, known from the “Sex and the City” series, will help shape the company’s creative direction and brand strategy in the future.
Celebrity upgrade for the next phase of growth
Glow25 was founded around ten years ago in a shared apartment in Berlin and has so far primarily sold collagen products. Most recently, annual sales were over 130 million euros. In the future, the company wants to position itself more strongly as an international brand.
Parker should not only act as a testimonial, but also work on brand strategy, campaigns and product development. It remains to be seen how operationally this role will actually be structured in the end.
In terms of content, Glow25 and Parker focus on the “pro-aging” concept. What this means is a departure from the classic anti-aging narrative. Aging is not seen as a problem, but as part of personal development. In this context, the company speaks of a “manifesto,” which is intended more as a cultural statement than a classic campaign. Brands are currently increasingly trying to differentiate themselves through attitude, especially in the highly competitive beauty and wellness market.
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“It’s about being seen”
Sarah Jessica Parker herself describes her motivation as follows: “I have spent a large part of my career telling stories about women – about their voices, their development and everything that shapes them along their path,” says Parker. “And somewhere along this journey, I realized: It’s not just about being heard, it’s also about being seen. With Glow25, I want to celebrate exactly that visibility – the one that comes from within. Not by chasing past versions of ourselves, but by embracing where we were and who we have become. It’s not about stopping time, but living in it – beautifully, fully, and on your own terms.”
Internationalization in focus
For Glow25, the entry is likely to be particularly relevant when it comes to expansion. Parker brings international recognition, particularly in the US market.
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Internationalization is already underway. Since 2025, Glow25 has increased its foreign business from three to over 30 million euros in sales in just twelve months.