Kylie Jenner Was Dolce Glow’s First Celebrity Client. The Brand Grew by Treating Everyone Like a Star

When Kylie Jenner became Isabel Alysa’s first celebrity client, it set off a chain reaction that turned a Hollywood spray-tan tent into a beauty brand with an A-list roster and a Miley Cyrus-backed business.

The roster, the Oscars prep rooms, the investor check — none of it explains why Dolce Glow has lasted. What does, Alysa argues, is the same standard of care she gives to a first-time online customer.

Dolce Glow, the self-tanning and skincare brand Alysa founded, counts Miley Cyrus (now an investor), Jennifer Lopez, Kim Kardashian, Selena Gomez, and Sabrina Carpenter among its clients.

Alysa has earned a reputation as one of Hollywood’s most in-demand spray-tan artists, with a calendar that includes the Oscars and network television’s most-watched stages.

A Philosophy Built in Foster Care

The operating principle behind Dolce Glow did not come from a marketing deck. It came from growing up in foster care.

“When you grow up in foster care, you learn that it’s often the smallest acts of kindness that stay with you the longest. Someone remembering your name, making you feel welcome, or simply showing up consistently can make you feel like you matter. Those moments shaped the way I built Dolce Glow.”

That principle runs straight through the company’s customer experience, from a first-time online order to a pre-Oscars session under Alysa’s tent.

The brief makes a deliberate point: the celebrity names are not the story. The story is the refusal to draw a line between a Jenner and a first-time buyer.

“Whether someone is a first-time customer ordering online or a celebrity sitting in my tanning tent before the Oscars, I want them to leave feeling seen, valued, and more confident than when they arrived. That’s always been the mission.”

Behind the Glow

Alysa’s week during awards season offers a window into the operation. During Alix Earle’s run on “Dancing With the Stars,” Alysa handled every pre-performance tan, working around back-to-back rehearsals and the unforgiving lighting of the ballroom floor.

“Some of my most memorable moments were getting Alix Earle ready each week during her time on Dancing With the Stars. With her nonstop rehearsal schedule, everything had to be quick, seamless and camera-perfect under those intense ballroom lights.”

The routine became a ritual: a custom-blended glow matched to Earle’s skin tone, sealed with Dolce Glow’s Drying Powder for a fast set and a subtle shimmer under the cameras.

Alysa swears by a specific sequence for at-home users too. Exfoliation comes first, 24 hours ahead, followed by consistent moisturizing for an even canvas.

“Make sure to exfoliate thoroughly 24 hours beforehand and keep your skin well moisturized to achieve the best, most even glow.”

For application, the technique matters as much as the product. Alysa recommends holding the mist nozzle about 10 inches from the skin, spraying in a slow, continuous, circular motion for even coverage, and avoiding water until the first rinse.

“When applying a mist, hold the nozzle about 10 inches away from your skin and spray in a slow, continuous, circular motion for even coverage.”

For daily maintenance, she mixes Dolce Glow’s Goccia di Sole Drops or Sunnee BAEskin’s BAEside SEArum Drops into her moisturizer, a low-effort way to keep a tan fresh without committing to a full reapplication.

The brand’s Aqua Dark Hydrating Face Mist adds a deeper layer of color while keeping skin hydrated, the detail that separates a natural-looking glow from one that reads as done.

What the Approach Signals

Celebrity endorsements, viral posts, and red carpet placements are often treated by emerging brands as the finish line. Alysa’s trajectory suggests the opposite: visibility opens the door, but a consistent, status-blind experience is what keeps customers walking back through it.

For a sunless-tanning category crowded with Instagram-era launches, Dolce Glow’s endurance may come down to the simplest thing a beauty brand can offer, a customer who feels like the only one in the room.

Sources

• Inc