How Glossier Built Its Ambassador Influencer Program

At CommerceNext, we notice when a brand excels in influencer marketing, and Glossier’s program is one of the best. Glossier’s community-first model was built on authenticity, real customer feedback and thoughtful, selective partnerships. We’ll share how they did it so you can build your own strong ambassador program. And don’t forget to register for the 2025 CommerceNext Growth Show to learn from more retail industry leaders.

Turning Customers into Ambassadors with the Generation Glossier Affiliate Program

Glossier designed its Affiliate Program, Generation Glossier, to build a community, amplify real customers and strengthen brand loyalty. The option for everyday customers to join alongside small-scale, authentic influencers creates unique customer-brand relationships. These affiliates receive perks from Glossier to build community buzz and fuel viral social media moments.

Generation Glossier is displayed on its main site, allowing all customers to apply.

Glossier’s Affiliate program includes:

• Product seeding: Affiliates receive products to try out and share on social media.
• Launch previews: Sneak peeks and early access to new products.
• Content creation opportunities: Affiliates create and share Glossier-related content, often reposted by the brand.
• Brand feedback loop: Glossier gathers product and brand feedback from affiliates.

 

The company also leans into one-to-one relationship-building, often spotlighting ambassadors in product launches, campaigns and social media channels. The result? A mutually beneficial loop of engagement, loyalty and authentic storytelling.

Olivia Rodrigo and Glossier: A Singular Celebrity Partnership Rooted in Brand Authenticity

In 2022, Glossier took its ambassador program to the next level by announcing its first-ever exclusive celebrity partnership with singer Olivia Rodrigo. 

This partnership (and lack of additional celebrity collabs) reinforces Glossier’s authentic and curated brand image: prioritizing skincare over makeup and committing to thoughtful design and cultivating conversations.

Rodrigo was a Glossier fan before they ever worked together. She used Glossier products during red carpet appearances and featured them in her 2022 “Vogue Beauty Secrets” video. 

In the video, Rodrigo says, “Less is more with skincare and makeup a lot of the time, and I’ve found when I keep things simple, I feel the best too.”

The feeling is mutual for the brand. Glossier’s creative director said to Vogue in 2022, “Olivia is a Glossier girl because she is unapologetically true to herself.” This alignment between brand and ambassador underscores Glossier’s dedication to cultivating authentic, value-driven relationships with its ambassadors.

The collaboration launched witha curated set called “Olivia’s Favorites”, including Glossier’s No. 1 Eyeliner pencil and other popular products. Later that year, they released a limited-edition collection inspired by Rodrigo’s style. 

The partnership helped connect with Rodrigo’s primarily Gen Z fanbase, with over 2 million views across Glossier’s YouTube channel.

 

Rodrigo shared her collaboration with Glossier on her Instagram.

The Use of Innovative Social Media Strategies: Micro-Influencers, UGC & IRL Activations

Rather than relying on macro-influencers with massive followings, Glossier prioritizes micro- and nano-influencers—real fans who reflect the brand’s values and aesthetic. These ambassadors speak to niche audiences with higher trust and engagement rates, often resulting in better conversion rates and more cost-effective campaigns.

Glossier spotlights a smaller content creator (169k followers) on its Instagram account.

Key strategies include:

• UGC at Scale: Glossier encourages ambassadors to share honest content, often reposting it on official brand channels. 
• Instagram-First Approach: Glossier optimized its program for Instagram, using hashtags, story reposts and DM interactions to stay connected.
• Pop-Up Events & IRL Activations: Glossier hosts pop-up shops and activations where ambassadors can meet, test new products and create social content.

What Makes Glossier Successful: Community Engagement, Brand Loyalty & Feedback

Community Engagement & Loyalty

While other programs may prioritize reach and large-scale partnerships with big names, Glossier focuses on individuals who advocate for and align with their brand values.

Here’s what sets it apart:

• Authenticity: Glossier empowers ambassadors to share their real experiences instead of using pre-determined talking points. 
• Brand touchpoints everywhere: Whether online, at brick-and-mortar stores or pop-ups, ambassadors are part of the brand’s storytelling, from feedback on formulations to featured testimonials.
• Increased Customer Lifetime Value: Ambassadors tend to be repeat purchasers, and their influence often converts friends and followers into long-term customers.

Incorporating Customer Feedback

In 2023, Glossier updated its best-selling Balm Dotcom lip balm with a new applicator and vegan formula, but many customers preferred the original version. Glossier took their feedback seriously and re-launched the old formula in May 2024, showing dedication to listening to their audience and maintaining strong customer loyalty.

Whether through its exclusive Slack community for ambassadors, social listening or feedback on product experiences, Glossier gives customers a real impact on the business, building its community and creating a better brand. 

How to Build an Ambassador Program like Glossier’s

Steps to Replicate Glossier’s Success:

1. Start with customers: Identify your most loyal customers through purchase history, reviews and social media activity. These are your ideal first ambassadors. Consider setting up a less formal referral program if it’s a new channel.
2. Create value: Offer early product access, commissionable links and exclusive event invites.
3. Embrace micro-influencers: Focus on creators with 1K–10K followers who have authentic, high engagement and align with your brand image and values.
4. Encourage feedback: Survey ambassadors and use data to improve your program, products and marketing.
5. Track results: Use unique codes and UTM links to measure sales, engagement and ambassador performance. Use the data to guide your growth.

Common Mistakes to Avoid:

• Over-automating the experience: Create an authentic relationship with your ambassadors with personalized communication and outreach.
• One-size-fits-all incentives. Tailor perks to different ambassador tiers and motivations.
• Prioritizing reach over relevance. Relevance, relatability and a true connection with audiences win in beauty communities.

Metrics to Measure Your Program’s Success:

Once your ambassador program is live, you can track metrics. Start by measuring data online, on social media and through surveys. Use the following metrics and correlating KPIs to understand the program’s impact.

 

The Future of Ambassador Programs: AI, Personalization and Collaboration

Looking ahead, the most successful ambassador programs will:

• Integrate AI and automation tools to personalize experiences at scale
• Continuously adapt to new social channels and strategies
• Combine online engagement with offline experiences like events or pop-ups
• Have ambassadors share personalized messaging with data from their audiences
• Encourage collaboration, where ambassadors help shape new products and campaigns

 

Glossier’s model is more than a reference—it’s proof that a customer-first, community-led strategy can drive real business results.

Want to learn directly from brands like Glossier, shaping the future of retail marketing? Join us at the 2025 CommerceNext Growth Show, where top leaders share actionable insights on building community-driven, high-impact growth strategies.