GLOV

GLOV is a Polish beauty-tools brand built around a microfibre mitt that removes makeup using only water. It operates under the company Phenicoptere and was created by two founders, Monika Żochowska and Ewa Dudzic-Filaseta [5]. The brand sits in the indie segment and is sold internationally through retailers including Douglas, Sephora and Monoprix [5].

The company frames its products as a way to turn daily makeup removal into a calmer ritual while cutting down on waste. According to GLOV, the goal is to "change the lives of customers through high-quality products" by focusing on simple, convenient and innovative solutions.

GLOV grew out of a personal frustration with conventional makeup removal. In a founder interview, Żochowska traced the idea to around 2009, when she was travelling and forgot to bring a makeup remover; she began to imagine a product that could lift makeup with just water [5]. The founders set out to design what the company calls "the perfect makeup remover that would reduce this daily, boring task to a minimum, turn it into a sensual SPA ritual in your own bathroom" while remaining gentle on skin and the environment.

The two founders are credited as Monika Żochowska and Ewa Dudzic-Filaseta, who are recognised as a female founding team building the business out of Poland [4][5]. The parent company behind the brand is Phenicoptere [4].

The brand's signature item is the GLOV Original Fiber Mitt, a glove made from cleansing fibre that removes makeup with warm water alone [5]. The range has since widened beyond the mitt to include face, body and hair care, LED therapy devices, COOLNAILS nail polishes, silicone bath and shower items, hair brushes and turbans, and pumice and nano-glass tools.

At the centre of the products is a microfibre that the company describes as patented and electrostatic. GLOV states that the star-shaped fibres are about one hundred times thinner than a human hair and roughly thirty times thinner than a cotton pad, and that their electrostatic properties pull makeup from the skin "like a magnet" using tap water [1]. The mitts are reusable and, the founders note, can be washed by hand or in a machine. The company says it has worked with around twenty laboratories internationally on its products.

GLOV positions itself within clean and sustainable beauty, presenting its tools as an alternative to single-use cotton pads and chemical removers. The brand uses the tagline "Innovation in harmony with nature".

Sustainability is organised around what the company calls a "3R approach" — reduce, reuse and recycle. GLOV says its products are meant to last up to three months and can be repurposed for household cleaning, and that used items can be returned and recycled into objects such as plant pots and park benches. The brand also describes its products as cruelty-free and vegan certified, and as dermatologically and hypoallergenically tested.

GLOV sells internationally, though the stated scale has grown over time. A 2018 Euronews feature described the company as having "conquered global markets to the tune of over 50 countries" [4], while a 2020 founder interview put the figure at about sixty countries reached through retailers including Douglas, Sephora and Monoprix [5]; the brand's own About page cites 60-plus countries [1]. The difference reflects growth between the two reports rather than a contradiction.

Press coverage has centred on the founders' story. Euronews profiled the company in 2018 as a female-founded Polish startup addressing women's beauty needs, and W-Insight published a 2020 interview covering the brand's origins, its microfibre technology and its international expansion.

GLOV is an active brand. It runs a live, multi-language e-commerce site with current collections and promotions, and has pursued an EU-funded project to promote the brand at international trade events as part of an expansion into markets including Spain and Hungary [3].