Dellimores with GlamGlow at their home in Encino.

Dellimores with GlamGlow at their home in Encino. Photo by Ringo Chiu.

Here’s an unusual formula for success.

Hollywood company GlamGlow Inc. is turning dirt into dollars by selling processed mud at the beauty counters of major retailers across the nation.

In fact, husband-and-wife team Glenn and Shannon Dellimore are on track to make up to $3 million this year with one product – a skin-tingling mud mask dredged from the waters off Cannes, France, and processed at a factory in El Segundo.

Even more surprising: Mud masks haven’t been particularly popular in the beauty industry in recent years as they have been supplanted by more high-tech skin care products such as anti-wrinkle creams with potent chemicals.

But the Hollywood crowd has bought into GlamGlow, which claims to use a complex but all-natural process that transforms the mud into a technologically advanced facial treatment.

“Up to this point, mud has been looked down upon in cosmetics,” Glenn Dellimore said. “The trend has been that mud masks are cheap and they’re sort of nice, but they don’t do much. We’ve taken high-end skin care and mud, and we’ve fused the two together. We’ve created a new skin care category.”

After only two years in business, the couple has managed to make their mud masks available at W Hotels, Bliss spas and luxury department stores such as Neiman Marcus. The mud also is popping up in a growing number of local boutiques, such as Kitson, and will launch in national beauty supply store Sephora this week. By the end of the year, GlamGlow expects the mud to be available for purchase in 28 countries worldwide. It is sold for $69 in 1.7-ounce jars, enough for 10 to 12 facials. Among its competitors is Nars Cosmetics, a New York company that makes a similar mud mask that costs $45 for a 3.5-ounce jar.

Key to the company’s rapid success was a behind-the-scenes Hollywood endorsement. Glenn Dellimore had worked as a consultant for business people who wanted to open spas or health clubs, while his wife was a paralegal at Santa Monica entertainment law firm Kinsella Weitzman Iser Kump & Aldisert LLP.

The duo worked connections in the entertainment industry, and some of GlamGlow’s earliest customers were executives at 20th Century Fox and Universal Pictures who ordered home-made batches of the mud for actors to use before shoots.

Courtney Saavedra, director of operations for Kitson, said the mud’s sway in celebrity circles was a huge factor in why the 12-store retailer decided to stock GlamGlow.

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