GloRilla launches beauty app connecting stylists with customers to ‘find their glow’

As Gloria “GloRilla” Woods became more popular in hip-hop over the last four years, she wanted her success to bring communities together.

The Memphis-born rapper known for her raw delivery and heavy Southern accent was on the road touring, filming music videos and promoting music but had trouble finding beauticians who could accommodate her schedule from city to city. It left her feeling hopeless about looking her best in front of audiences.

“You feel like your world is over. The first thing a lot of people care about is how they look when they’re stepping out. Of course, you’ve got to care about your appearance, but when you can’t find nothing, you ask yourself ‘What is life?’” Woods, 27, said.

Woods turned her difficulties finding professional services into GloVerse, a mobile app where beauty and glam specialists can connect directly with consumers. The rapper who’s lived in Duluth since 2023 launched GloVerse at Buckhead Art and Company this month.

GloVerse is an on-demand platform that allows certified hairstylists, nail technicians, barbers and makeup artists to gain exposure and grow their revenue outside of social media. Currently in its beta period, the beauty professionals called GloPros can create profiles and a GloID shareable across the internet.

“They’re the people who make us glow, presentable to the world and (influence) how people perceive us. They play a big part in everything, so it’s super important to include them,” Woods said. “I’m a genuine person that cares and tries to make sure that everybody straight as much as I can,” Woods said.

GloVerse, which will debut to the public at the end of the year, allows users to select to travel or have professionals come to them. They can also share hair type and facial style when booking appointments.

Woods said venturing into tech shows her there’s more to entertainment than performing. “This makes me an even bigger name because I’m not boxing myself in. I’m discovering other things and going into other ventures,” Woods said.

GloVerse was launched in partnership with OUT.LI.ER, a boutique consultancy that assists celebrities and entrepreneurs with startup companies. Georgii Speakman, OUT.LI.ER’s founder and CEO, connected with Woods through the artist’s team five months ago.

Speakman, who calls herself “Glo’s partner in crime” said they’re in constant contact about the tech venture.

“We put a strategy in place, but my job is to execute. We meet every week, communicate (nearly) daily and get it done together as a team,” Speakman said.

Woods appreciates Speakman’s attention to detail. “Her responsibility is to do everything, create my vision and bring it to life,” Woods said. “I yell at her when I don’t like something, but I love working with her because she’s so thorough.”

GloRilla faces criticism from the Christian music community

Tech is not the only place where Woods is evolving creatively. The rapper is featured on gospel artist Kirk Franklin’s up-tempo “This Time,” which includes the same horn sample as late Atlanta rapper Shawty Lo’s 2008 song “Dey Know.”

Franklin was featured on Woods’ “Rain Down on Me” in 2024 and won a BET Award for Best Gospel/Inspirational Award the following year. Woods is receiving criticism from the nonsecular music community for her unapologetic lyrics and image in her music.

She said working with Franklin is a dream come true. “It’s so cool. I’m a big fan of Kirk Franklin, and it’s still so surreal to me because I grew up on him. I’m having a blast with it. I was so excited he called me for a second song,” she said.

What is GloRilla’s music inspiration?

In 2022, Woods rose to prominence with her breakout single, “F.N.F. (Let’s Go),” a song about ending a relationship with a womanizer. Its viral success on social media led to her signing to rapper Yo Gotti’s Collective Music Group, earning a Grammy nomination, and winning a BET Hip-Hop Award for Best Breakthrough Hip-Hop Artist.

She later released the hit songs “Tomorrow 2,” ‘Whatchu Know About Me” and “TGIF.” Woods said she writes rhymes based on how she feels.

“If I’m mad, I’m going to make a real good song,” she said. “When I’m happy, it takes me a long time to write, because I don’t know what to write about because I’m too happy about life,” she said.

Olivia Gregory, Woods’ mother, said she’s proud of her daughter’s success and faith.

“I can’t believe it, but I believe it. I know she loves God and puts Him first, and she’s always going to win out,” she said.

Woods performed on the remix to a jingle for the cereal Reese’s Puffs and appeared on a limited-edition cereal box last summer. It gave her a chance to revisit a childhood memory.

“It was fun because we used to always see the commercial on TV growing up. I had a blast doing it,” Woods said.

Woods is completing the follow-up to her 2024 debut album “Glorious.” Though music is how she grew her fan base, she said she is open to discovering creative ventures.

“Whatever comes my way and what God put in my path, I’m going to take that route,” she said.