Brand profile · Germany
glow25 Revenue, search volume and competitors 2026
Berlin-based collagen brand, one of the fastest risers: from 35 to ~130 million euros in three years.
Fact sheet
- Founded
- 2015 (als Primal State; Marke glow25 seit 2021)
- Founders
- Rafael Frenk, Nicolas Martin, Janis Budde
- Headquarters
- Berlin
- Company
- Primal State Performance GmbH
- Employees
- über 220 (2024/2025)
- Die Höhle der Löwen (German TV show)
- Did not appear
- Funding
- No venture capital known
- Funding rounds
- zwei Crowdinvesting-Runden, 1,6 million € gesamt
Background and milestones
The founding trio started in 2015 in a Berlin student flat with EUR 2,500 of start-up capital under the name Primal State, selling biohacking products, mainly collagen. The glow25 brand followed in 2021, aimed at women interested in beauty.
- 2015
Start as Primal State in a Berlin shared flat with EUR 2,500 start-up capital.
- 2021
Launch of the glow25 brand.
- 2022
The company becomes profitable.
- 2023
Listed by the Financial Times among Europe's 100 fastest-growing companies.
- 2024
Revenue above EUR 100 million; products enter drugstore retail.
- 2025
Steven Mattwig (CEO) and Arnd Mückenberger (CFO) take over management.
SWOT analysis of glow25
Editorial assessment based on the sources listed and the radar data.
Strengths
- About 49,500 brand searches per month in Germany.
- According to the company over 1 million customers and roughly 70 percent repeat purchases, own production in Berlin-Pankow.
- Profitable since 2022 and without venture capital investors.
Weaknesses
- Strong focus on collagen powder as the core product.
- Raw materials sourced from overseas (according to Berliner Zeitung collagen cannot be produced in Germany).
Opportunities
- Expansion in drugstore retail and European markets (over EUR 30 million international revenue in 2024).
- New product variants such as fish-based and vegetarian collagen plus a new production site.
Threats
- Strong competition in the supplement market and brand-heavy demand.
- Legal scrutiny of advertising claims for food supplements.
What is behind the demand?
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Sources
- WirtschaftsWoche
- Handelsblatt
- Berliner Zeitung
- glow25: Company Facts
- WirtschaftsWoche: Glow25 Kollagen-Pulver 130 Millionen Euro Umsatz
- Berliner Zeitung: Glow25 Kollagen-Marktführer
- dhdl.info Suche glow25
Frequently asked questions about glow25
How much revenue does glow25 make?
glow25 generated around 130 million € in revenue in 2025 (documented in annual reports or registers). The full revenue history and a model estimate of organic revenue (brand vs. non-brand) are in the brand profile after login.
Who founded glow25?
glow25 was founded in 2015 (als Primal State; Marke glow25 seit 2021) by Rafael Frenk, Nicolas Martin and Janis Budde. The company is based in Berlin.
Was glow25 on Die Höhle der Löwen?
No, glow25 did not appear on the German TV show Die Höhle der Löwen.
Is glow25 backed by venture capital?
No, there is no known venture capital funding for glow25.
How much does glow25 spend on marketing?
glow25 does not publish its ad budgets. What can be measured is how much demand the brand creates: brand searches show whether social media, ads and word of mouth are working. The higher that share, the less glow25 has to pay for each visit.
How much revenue does glow25 make through Google?
The model estimate combines brand searches and organic traffic of glow25 with the niche's purchase intent, conversion rate and basket size. It separates brand revenue (people who already know glow25) from non-brand revenue (new customers via SEO). The figures are in the brand profile after login.
What would the organic traffic of glow25 be worth as a Google Ads budget?
Every organic click replaces a paid one. Organic clicks times the keywords' cost per click gives the equivalent ad budget. The brand profile shows the organic traffic and ranking keywords of glow25 after login.
How do I find out the SEO revenue of my own website?
With your free Visibly account, which also works on antonioblago.com, you connect Google Search Console and see which keywords and pages bring you clicks, split into brand and non-brand. That lets you run the same numbers for your own domain as shown here for glow25.
Want to make your own brand this visible?
In the sparring we review SEO, GEO and marketing together on a regular basis; for a market launch there is go-to-market.