Since its founding in 2014, Glossier has been focused on sharing real information with real people; they believe “[beauty] should be built by you.” This customer-centric philosophy is central to Glossier’s brand ethos, which revolves around the idea of “skin first, makeup second,” appealing to a wide audience that prefers minimalistic beauty routines. Before launching any products, Glossier started as a blog, Into The Gloss, where founder Emily Weiss cultivated a community by engaging directly with readers about beauty products. From the outset, Glossier has been committed to building strong, authentic relationships with its customers.
Leveraging Social Media for Engagement
Glossier effectively leveraged Instagram as its primary platform for marketing and brand storytelling. Their posts feature a mix of aesthetically curated images, tutorials, product launches and behind-the-scenes content to keep their audience consistently engaged. The brand doesn’t just use Instagram to advertise its products but to build a dialogue with its community. Through comments and direct messages, Glossier engages with users in a way that feels personal and accessible, encouraging interaction.
As TikTok grew in popularity, Glossier expanded its presence here, sharing viral short-form content like tutorials, product demos and UGC. This strategy helped Glossier reach a younger, Gen Z audience. The bite-sized nature of TikTok content allows Glossier to showcase its products playfully and authentically, which resonates deeply with its audience.
UGC and Brand Ambassadors
Glossier’s social media feed and stories are filled with content from fans and real Glossier users. The brand capitalized on customer testimonials and imagery, creating campaigns that actively encourage users to share their experiences with Glossier products. This user-generated content adds an element of authenticity that builds trust and credibility. Customers feel more connected to the brand when they see real people, just like them, featured in Glossier’s marketing. It’s a reminder that your customers want to feel heard and seen by the brands they support.
A key element of Glossier’s strategy is its use of micro-influencers, fans and everyday customers as “brand ambassadors.” Unlike many beauty brands that rely heavily on celebrity endorsements, Glossier tends to partner with influencers who have smaller but highly engaged audiences. This allows Glossier to connect with consumers in a more genuine way. Although the brand introduced its first official celebrity ambassador, Olivia Rodrigo, in 2022, its primary focus remains on building relationships with everyday customers who embody the brand’s identity and values.
Acting on Customer Feedback
Glossier’s success is rooted in its willingness to listen to its community and act on feedback. One standout example is their best-selling Balm Dotcom lip balm. In 2023, Glossier updated the product with a new applicator and vegan formula, but many customers expressed a preference for the original version. In response, Glossier took their feedback seriously and re-launched the old formula in May 2024, showing the brand’s commitment to listening to their audience and maintaining strong customer loyalty.
Pop-Up Shops Creating In-Person Connections
In addition to its digital engagement, Glossier has used pop-up activations to connect with its community in person. Starting in 2016, Glossier hosted pop-up showrooms in New York City, where customers could try products before purchasing. This gave existing customers the opportunity to connect with the brand IRL and introduced new customers to the Glossier experience.
Even after Glossier opened brick-and-mortar stores around the country, they have continued to use pop-ups as a fun and interactive way to connect with their audience. One of their latest events, the Balm DotWorld pop-up in NYC, allowed customers to personalize their Balm Dotcom products with charms, enjoy free ice cream and participate in photo booths and other activities. This type of activation drives sales and builds stronger relationships with customers by making them feel part of a larger community.
Glossier’s long-lasting success is a testament to the power of community engagement. By focusing on authenticity, transparency and actively involving their customers, Glossier has created a brand that feels personal and accessible. Whether through social media, UGC, pop-up activations or responding to customer feedback, Glossier shows that when you prioritize your customers’ voices, you build relationships that drive loyalty and long-term success. No matter the product or industry, brands that listen to and involve their communities can create meaningful connections that help their business thrive.
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