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  • Giving beauty buffs a say on the products they use
  • Giving beauty buffs a say on the products they use
    Glossier (2016) ©

Glossier: a cult beauty brand led by the crowd

New beauty start-ups are regularly springing up on Instagram, but few have managed to make as powerful an impact as New York-based Glossier. How has this blog-turned-brand cultivated a fiercely loyal following? And what can its approach to product creation teach the wider industry?

Location United States

While beauty start-ups are constantly springing up on Instagram, few have managed to make as powerful an impact as New-York based Glossier. It has built a fiercely loyal following out of the Into The Gloss blog by focusing on e-commerce, crowdsourcing its products, being honest about start-up difficulties, and recruiting fans as brand reps. And with the ‘Body Hero’ line, launched in September 2017, the brand is championing the #bodypositive movement – an inclusive move that’s sure to appeal to diversity-expecting Gen Yers. [1]





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