Edmonton-made · Built for local beauty

We built what
we couldn't find.

GlowUpNow started with one frustrated customer, one builder, and a dog named Rex. This is the story behind why we created it.

Edmonton, Alberta · Built locally
Where it started

Janine's problem.
Everyone's problem.

I wanted hair extensions but I had no idea what type would suit my hair. Google gave me a list of salons. AI could explain things, but it couldn't connect me to the right local provider.
— Janine, Co-founder

That was the moment the idea clicked. Search gives you names. Social media gives you inspiration. AI can give you guidance. But nothing truly connected all of it in one simple local experience.

So GlowUpNow started taking shape — often while Thorben was out walking Rex and thinking through how discovery should actually feel. Not a cluttered directory. Not another generic booking marketplace. Something more guided, more local, and more human.

Janine became the first real test user and the constant reality check. If something feels too confusing, too dark, too busy, or too technical, it gets rethought until it feels natural.

The gap we identified

The piece that was always
missing

🔍
Google Search
Gives you a list of salons near you
No guidance
🤖
AI Assistants
Explains what treatments might suit you
No providers
📸
Instagram
Shows beautiful work and inspiration
No real discovery path
GlowUpNow
Guides clients to what fits them, then connects them with the right local artist
Both ✓
What we believe

Our principles

Local talent deserves local attention. Independent beauty artists should be as discoverable as chains — often they are the better fit.
Discovery should feel fun, not stressful. If someone does not know exactly what they want yet, that should feel exciting, not overwhelming.
Providers are artists, not listings. Their work deserves to be shown with care, personality, and context.
If it does not clearly benefit providers or customers first, we do not do it. That principle guides every product decision.
The people behind it

Real humans.
Always.

Janine — Co-founder GlowUpNow

Janine

Outreach · Social Media · Co-founder

Janine is the friendly face behind the outreach and one of the key reasons GlowUpNow feels warm and real. She connects with local providers, helps them get featured, and makes sure first impressions feel human.

She is also the original frustrated customer — the person whose experience helped define what GlowUpNow needed to become.

Provider outreach Social media Local partnerships
Thorben — Co-founder GlowUpNow

Thorben

Technical · Platform · Co-founder

Thorben builds and maintains the platform — from listings and search to Glowy AI and the product logic behind the scenes that makes discovery smoother and more useful.

If something feels broken, confusing, or like it could be done better, Thorben is the one turning that feedback into real improvements.

Product & engineering Glowy AI Platform design
Why we created GlowUpNow

One simple place to discover, decide, and connect

GlowUpNow was created in Edmonton for people who love supporting local beauty pros but are tired of chasing Instagram DMs, outdated Google results, and scattered information.

Our goal is to give every stylist, lash tech, nail artist, skin pro, and independent beauty business a fair chance to be discovered, while helping clients compare real work and connect with confidence.

"If it doesn't clearly benefit our providers or customers first, we don't do it."
Janine & Thorben signature
Janine & Thorben, Founders