Here we GLOW again! GLOW Convention impresses live in Essen


The Best Moments of GLOW by dm 2022

Bright smiling faces as far as eyes can reach: On 13 and 14 August GLOW by dm returned with a bang. More than ten thousand fans were bewitched by Europe's biggest beauty and lifestyle convention. Long awaited meet & greets and the pink carpet created the guests’ most emotional moments. With more than 70 brands, live shows, workshops and around 250 social media stars the 13th installment made clear: The GLOW must go on!

Full halls, full hearts
More stars, more glam, more wow. In four entertainment areas Pamela Reif, laserluca, Jule and many more fan favourites brought tears of joy. With autographs and selfies they took their time with the fans and showed: We missed you! Important messages also came from founders such as Sarah Engels, Sarah Harrison or Angelina Kirsch. Their call: GLOW is empowerment. GLOW is self love. GLOW is you! Musical highlights were brought by stars such as T-LOW and Montez including a single release. Special feelings of happiness provided Twenty4tim with his showcase: Moderated by Candy Crash he brought fans onto the stage for quizzes and challenges. Via stream and social media the community at home took part. That's how to GLOW!

Ralf Dümmel, Chief Product Officer of Social Chain AG, is more than pleased: “So much energy, so many happy faces and just fantastic products! GLOW one has to experience, I thought it was great!” Georg Kofler, chairman of the supervisory board of Social Chain AG, amended: “GLOW is a unique festival for beauty, lifestyle and joy of life. With more than ten thousand visitors it was a fulminang comeback after the pandemic break. A wonderful combination of social media, an event in the real world and an economic value for us and our trade and business partners.”

GLOW by dm connected
Premier after premier! Cooperations with QVC Next and Miss Germany Studios nominated happy winners live on the convention floor. The Female Founders Startup Pitch and der GLOW Girl-competition were all about courage. Communities and influencers connected due to the meet & greet area, Creator Hub and Artist Lounge by Instagram by Meta. Mathilde Burnecki, Strategic Partner Manager at Instagram points out: “The feedback we got from the creators was amazing: ‘Empower me, Educate me, Inspire me‘. This was the theme that turned our Artist Lounge into a place where ideas were made – it was all about content creation, reunions with friends and making new connections. It’s great to see how everybody supports each other and spreads Instagram’s social spirit.”

After GLOW is before GLOW
With the rush for new trend products, special deals, big and small goodies, the exhibitors are also showing their satisfaction. Particularly popular: empowering accessories by GLWCN, the brand new merch collection of the convention. It already leaves you wanting more!

Since the first edition in 2016, GLOW has stayed on the fast track. Two years of Corona hiatus could not harm its standing as the industry's flagship. Audience turnouts, new partnerships, and thematic advancement reinforce the hype and promise grand prospects. “We are incredibly happy and proud to finally be able to continue the GLOW success story. Our community is enthusiastic and continues to grow. We are also very grateful to our partners, especially dm, for still believing in us and keeping the party going”, Maiko Heinrich, CEO SHINE Conventions GmbH. “We are back and we have fun! But most of all: We are looking forward with confidence and full of ideas.”

Download press material
Press material can be found in the official press kit free of charge. Pictures are free for use by crediting “SHINE Conventions GmbH / Markus Nass”. Find pictures from Saturday and Sunday here.

Further information | | GLOW Pressekit

About SHINE Conventions
About SHINE Conventions
As event and live marketing enthusiasts, SHINE Conventions is, among other things, the inventor and organizer of the successful beauty convention “GLOW by dm”, the lifestyle convention “Generation WOW - präsentiert von Meins” and the New Year's Eve celebrations “Celebrate at the Gate” at the Brandenburg Gate. They work with all relevant influencers and brands from the beauty, fitness, food and lifestyle sectors. They make brands an experience, products an event and campaigns a success. SHINE Conventions GmbH is a fully-owned subsidiary of Social Chain AG and, together with DEF Media GmbH, forms the “Media & Experiences” division within the Social Chain Group.

Press contact
Kruger Media GmbH – Public Relations & Brand Communications
Torstraße 171 | 10115 Berlin
Carina Hartmann | +49 177 4697814 |

The Social Chain AG
Sanja Stankovic, Jana Walker | +49 30 20 84 84 028