Founder & Managing Director

As the visionary behind Glowup Beauty Group, Shelby brings unparalleled expertise and a deep-rooted passion for scaling beauty brands to their fullest potential. With years of premium experience in the beauty industry, she is known for having the answers to everything—from intricate retailer requirements and compliance nuances to packaging strategy and global retail navigation. Her insight isn’t just deep—it’s decisive.

Prior to founding GlowUp, she transformed several small beauty brands into a global success stories, securing top-tier retail partnerships worldwide and ultimately leading the brand through a successful sale to investors. That journey ignited her passion for helping other founders do the same.

Her love for building brands from the ground up—and watching them shine—led her to launch Glowup, a consultancy dedicated to bringing ambitious beauty brands to stardom. With an unrivaled network of global retailers, a mastery of what it takes to win on the shelves (and behind the scenes), and a proven track record of delivering real results, she’s now on a mission to turn high-potential brands into household names.

For brands looking to scale, sell, and stand out in a crowded market, she’s the one who makes them glow up.

Sales Director

With over five years in the beauty industry, Bianka brings a refined, strategic approach to accelerating brand growth. She spans a proven track record of driving large-scale expansion across global markets. She has worked closely with key retail partners worldwide, securing premium placements and supporting triple-digit sales growth. All of this has been achieved during one of the most transformative and competitive periods in the industry—where countless new brands enter the market daily. Yet, the ones on Bianka’s radar consistently rise above, making bold moves and delivering exceptional results. Her passion lies in forging powerful partnerships and curating high-impact retailer portfolios that position brands for long-term success.