What makes Glossier such a popular brand within our generation?
If you’re a part of Generation Z (1995-2012 babies, I’m looking at you) and you have an account on any social media platform, you’re probably familiar with the textbook look of a Glossier wearer. With just a little bit of makeup, girls and guys alike transform themselves into ethereal beings with shimmering, pastel-painted eyelids, brushed-up bushy brows and a sheen of slick clear gloss across their pouty lips. This is the unique look of an iconic skincare and makeup brand that has skyrocketed to the height of both fashion and internet search histories in recent years.
Glossier was launched in 2010 by Emily Weiss, a millennial blogger who built her company from the ground up while working a day job at Vogue. Her idea for a skincare brand grew out of her blog “Into the Gloss” and “Glossier” steadily gained popularity over the years until it eventually grew into what it is today – one of the market’s most beloved beauty brands among our generation. When Glossier grew into a full-fledged company with products available for purchase, it started out as an online-only endeavor, eventually expanding to its first physical flagship store in the SoHo area of New York City in 2018 (Weiss’s beautified, Boy Brow-wearing blog readers spoke, and she listened). As its popularity grew, its consumers have clamored for its expansion into physical storefronts and more widespread availability. Later on came a storefront in Los Angeles and popup locations in various different major cities such as Boston and London as the brand continued to take off.
So what exactly makes Glossier one of the most popular millennial beauty companies to date? Its online-only presence from its very beginnings have made it continually accessible to all kinds of different consumers. Its availability and accessibility on the internet creates an equal playing field (at least for American shoppers – Glossier doesn’t yet ship overseas). Its presence online has also given it a sort of cult following. Some of its most famous products such as the Balm Dotcom, a “universal skin salve” that comes in all kinds of different flavors in small squeezable tubes, have gained almost a cult following among beauty bloggers and basic recognition from the average Instagram user.
Glossier’s status as a cruelty-free and vegan beauty brand is another reason why it has maintained its popularity. Eco-friendly, moral and sustainable choices have become important values to people our age; we take pride in knowing that we’re buying products from a company that thinks the way we do and wants to leave a positive impact on the world.
Glossier also focuses on enhancing the natural beauty of its wearers; instead of selling full-coverage foundation and products designed to completely cover up facial flaws, the company instead focuses on enhancing natural beauty with light coverage makeup products, fun colors, subtle shimmer and no-frills skincare products. Glossier’s website states their mission, the first sentence of which is taken straight from Weiss’s blog post announcing the launch of her brand: “It’s about fun and freedom and being OK with yourself today. We make intuitive, uncomplicated products designed to live with you.” Since day one, ad campaigns have featured models of different races, genders and sizes, exemplifying their commitment to portraying their brand as an all-inclusive one.
In so many ways, Glossier has created such a unique culture around their brand. The idea of getting back to basics while still being able to add a little colorful or shimmery fun to your everyday beauty routine has helped continue the brand’s popularity among Gen Z’s. The aura of inclusivity and individuality that it encapsulates continues to revolutionize the way that our generation thinks about both inner and outer beauty.
~Anna Dorl, Lifestyle Editor~