The glossier marketing was so captivating. Those random morning routine videos featuring women who look perfect, living in beautiful new york apartments, with eclectic style.
Lol I know, my favorite one was with Coco. She just seemed so perfect and whimsical, I still remember that rose sitting atop her pedestal sink. I wanted to be just like her so bought everything I could afford from the brand at the time lol
I think I was a double edged sword for them because as the culture changed less people related and more people grew tired of the aspirational type advertising, and they didn't keep up
My biggest issue with Glossier is them not shipping internationally. It has been so many years, and still no efforts to expand their shipping options to more European countries than the few that are already covered.
I always loved their aesthetic but could never afford it or justify the price for such simple products. But tbh if they’re coming into Sephora, I might finally grab something to fulfill my 2016 fantasies.
And if you do get one item try the stretch concealer. It’s the only item I have from them and it was gifted to me. It’s a great one for dry to normal skin and can be worn as foundation.
It’s so funny how they apparently wanted to start as an approachable brand because I feel like they still hold out a little bit of that “cool girl” makeup trend, like your high school bully would’ve been a glossier girl 😂 maybe that’s just me
Glossier was pretty much the epitome of the cool girl aesthetic! But they knew that they had to adapt their price point to the age and income of their target audience.
It definitely feels like a wealthy persons perspective on wanting to be “inclusive”, which makes sense because she is lol, while I appreciate the thought of making her brand attainable to alot of people, I think she could have done more research maybe?
I disagree! You could say that about any trendy/aesthetic brand. I’ve found it massively approachable. Products are easy to use and are really natural which I love. They also work for all ages. I’ve used them on my mum and my gran & it always looks good!
@@HopeWren I definitely love a lot of glossier products and I even have their hoodie and duffel bag! It’s totally just a gut reaction I sometimes get but am easily able to brush it off because it’s just makeup 😂 I get that vibe from other brands too sometimes!
Glossier’s future in kinda mixed right now. What you didn’t touch on is that with the new CEO and going into Sephora is that Glossier is doing major reformulations for most of the line to be “clean beauty” and vegan. We aren’t sure if this is a Sephora stocking requirement or if this is the brand trend chasing. They aren’t announcing it formally and people are finding out when a completely new formula gets delivered to them. The majority opinion of the recent reformulated product (Glossier You and the Balms) is that the finished product is significantly inferior performance wise and the component ingredients are also significantly cheaper. With the new formulas there is also an uptick of people reporting allergic reactions to the new formulas.
They’re going to be placed right by Milk Makeup (which I always mix up with Glossier), Merit, Kosas, Ilia, Saie, and all the other smaller, new clean and/or vegan beauty brands. The celebrity brands Rare Beauty, Fenty, and Haus are also clean and/or vegan. That’s a lot of competition!
Came to the comments to post this exact thing if someone else hadn't already! Totally agree, I think this is a big piece of the story for glossier's future that wasn't mentioned in the video, but I know it's a topic being discussed moreso in the current glossier consumer forums like reddit/instagram comments than publicly so not surprised that people are unaware. I've seen many comparisons (from myself included) to the changes going on internally with product formulation to them being the next Bite Beauty
@@beautibrew To be fair to Kelly, I don’t want to assume when this video was filmed. Also, they’ve only announced the BDC’s on insta. The other reformulations haven’t been announced (You, Puff) or have only been confirmed via customer service response email (priming moisturizer rich). If you’re not keeping up with the community or on the Reddit you’ll never know anything Glossier won’t tell you. I’ve know about the BDC situation since Black Friday when they accidentally started sending them out early. Glossier announced it what, last week? The vegan and clean label bit hasn’t been said outright either. It’s just putting the pieces together with all the changes and the fact that I don’t think Sephora is currently letting in new outside (ie non-kendo) brands that can’t meet their clean beauty claims.
@@LucisZ39 Yeah I agree, Kelly's video is fantastic with or without the reformulation talk and kudos to her for doing so much research to make this series as good as it is. It's hard for anyone even big fans of a brand to know what's going on internally when the brand themselves aren't publicizing anything or being super transparent about it. I actually didn't know that bit about sephora and letting in new brands, thank you for mentioning that! Definitely adds context I didn't have to this. I'm sure they're hoping that entry into sephora will help expand their sales and build the brand back up, but I'm interested to see how much it actually helps when so many og glossier consumers are frustrated at the changes to their holy grail products.
I’ve been a customer of Glossier since 2015 but lately, coinciding with their shift to sell in Sephora, they are starting to lose me. They are reformulating key products, raising prices, and resisting more sustainable packaging options. The move to Sephora might net them more customers overall but they may sacrifice their longtime customer base to do so.
i still love Glossier, and buy them often, but I wish they did more makeup releases. I have no interest in the deodorant, and imo a lot of their skincare is just overpriced, but i love their makeup aesthetic.
If going into Sephora, are required to launch more products to drive customers to the store. Think it is at least 2 new products per quarter but am sure contract is different for each brand.
It’s funny that so many people are more interested in Glossier’s makeup compared to their skincare, because apparently, the brand was supposed to be focused more on skincare!
@@augustlunaonline it’s because their skincare isn’t good quality. I tried it and my face reacted to the majority of their products. Lots of fragrance and not much bang.
I love their skincare - the milky jelly cleanser and oil control moisturizer changed my life lmao. I use the oil cleanse method now but I still love that moisturizer and their mask pack is great too
I was in NYC with my sister in 2019 and still remeneber the crazy line at Glossier, it was around Christmas so I guess there were so many people trying to get gifts etc. In any case it's ironic she wanted to create an accessibile brand but 10 years later they still refuse to extend international shipping to more than a few countries that are viewed as "cool"
Businesses don’t decide where they ship depending on if they’re deemed “cool.” It’s many factors including the market potential & duty costs. This line of thinking is very naive and short-sighted. Businesses make a lot of decisions that are not based on what you or other internet people perceive as clout, it’s much simpler - but your role is to perceive it as about what’s cool & what isn’t. Sucks but it’s true.
Glossier’s branding had me in a CHOKEHOLD I was just so captivated by the color scheme, photography, marketing. Dropped $200+ on a haul once and had my fill 😌😌😌
I did a lot of online makeup shopping before 2016 because I lived 60 miles from my nearest Sephora and Ulta. Now I could walk to those stores if I wanted. Two other brands you can talk about in this series are Lime Crime and Ofra.
It’d definitely be a wild ride trying to cover all of the many mis-steps Lime Crime and Xenia have had over the years. I followed Xenia back when she posted make up tutorials on her blog in like 2004 (back when she tried to make and sell clothes!)
I will forever love Glossier. I love makeup but in a minimalist way. There was a couple products that I didn’t care for and their customer service refunded me the money, no questions asked. I love most of their makeup though.
Glossier launched in store today and I’ve never seen such a consistent small crowd all day around a brand before! We restocked it a handful of times in a matter of a few hours.
i remember when they started out and it kinda overlapped with the rise of kbeauty, they had this one jelly cleanser i think a lot of people used in their routine because it was low ph. i never bought anything from them bc i live in eastern europe but can't lie, i would see people resell those heart pouches on ebay and like 2 times i almost bought them 🤭
@@Rose-oo9gn K-Beauty is still very popular, especially here in Europe it kind of has become a standard to other skincare/make up brands. And I love that personally, because the quality and ingredients can’t be beaten for the prices korean brands offer. those who are trying to be exactly that, especially drugstore, aren’t willing to spend all the time, money and effort on quality and/or active ingredients because they still want to be more affordable than the rest. Shipping korean beauty from overseas takes a while, but it’s absolutely worth it.
Loved this, so interesting! The way you described people being a ‘glossier girl’ reminded me of how people were with Brandy Melville in 2014 for fashion. Was able to try Glossier finally this summer because they have a London store! Love their cream blush. They don’t ship to the Netherlands though.
I didn't know about the Glossier drama in 2020 but I was never a Glossier girl although I have some friends who definitely are and that's their aesthetic. They made me interested in the brand for awhile but I've come to realize that none of their products really speak to me and I'd rather spend my money elsewhere.
Re: Out of the Gloss. If they came to any kind of monetary agreement with Glossier, it likely came with an NDA and/or nondisparagement clause. The fact that they never posted again points in this direction. I think it’s pretty clear they took some sort of payout and walked away.
Much agreed. I almost wonder if OTG actually had a really good lawyer to demand such hilarious things as a "compensated public call" in order to eventually settle the normal way outside of court.
Social media aside, I’ve always liked “no makeup makeup” so I liked their curated products and they felt simple and easy to use. Never had any problems with formulas other than the liquid eyeshadows so since about 2017 glossier has been that brand for me and I always repurchase a lot of their stuff
glossier definitely lost their uniqueness and individuality. i started shopping the brand back in 2017 when i was barely starting getting into makeup, but didn’t want to do the full glam beat that was ever so popular at that time. so glossier was pretty much anti all of that was perfect for me. then the “clean girl” trend came along and suddenly everyone was wearing simple makeup looks and using products like glossier offers. not to mention glossier launching their first ambassador, olivia rodrigo, who further popularized the simple and clean makeup style. nowadays every new brand looks so similar to glossier. some even cheaper than glossier. so they’ve definitely lost their appeal a bit since everything is getting repetitive lately. it doesn’t feel special or different to buy from them anymore. they would have to really step up their game to make a huge roar in the beauty space
I don't like "clean girl" aesthetic. It copied many makeup techniques (such as brown lip pencil with gloss) from black and Latino community. And... This aesthethic is also racist. Many white priviledged girls want to be so separated from POCs they label brown skin as "dirty" which is stupid. Also mention how "clean girls" like to gatekeep people with acne and other skin defects.
I still love Glossier. It’s like an updated version of Clinique, with way better branding. It’s the gateway brand for people new to make up and skincare. All the colors are super sheer and require no skill. The colors were too focused on the light end of the spectrum at launch, but got better.
I was so excited to see this video posted. This is my favorite series on UA-cam, and it’s even better when they are topical. Thanks for you research and work on this, Kelly!
I honestly feel like Glossier was a bit ahead of its time, like 6 years ahead lol. Like if she started the brand in 2020 with the four products and that vision, it would’ve really taken off as that’s when people were really gearing towards skin care and more natural makeup.
WTF?! You’re acting as though “skinimalism” is a 2020 revolution! It was the norm up until the early 2010s. Not even at the height of ‘80s “excess” did young women contour or spackle their faces. Why do Gen Z have ZERO perspective of historical distance?
So true. I bought a cream blush in a light pink, and even when I put on a lot of it, it’s more like a glow from within. Can’t even tell I’m wearing blush, which I prefer
The problem with Outta the Gloss is that they didn’t acknowledge a key part of activism: admitting when you’ve gotten what you asked for. The offending managers had already been fired before OTG went public. I’m on their side in general but they wanted things that a corporation can’t give them, and then they started lying. As for the CEO switch, it’s considered good business to change CEOs every seven years.
@@ALT-vz3jn IMO the beauty community is full of people who have a lot of disdain for business but insist on making definitive statements about business anyway. Remember how everyone said Bite was shutting down when really they just closed their direct retail segment? And how closing segments is normal and happens all the time?
I'm not familiar with OTG, what did they start lying about? The way Kelly describes it in this video, it sounds like there were other conditions to meet too - training for anti-discrimination and manager training etc
@@virginia644 They claimed that Glossier hadn’t responded, which isn’t true. They also wanted to see themselves promoted to upper management even though they simply weren’t qualified for C-suite roles. They demanded that roles like liaison be created but they lacked the business knowledge to know that that’s not a thing as a standalone role. They demanded big public town hall-style zoom meetings and expected people to air their private HR issues in front of an audience. Basically, they ran into legal issues because they were calling for boycotts on false premises; again, the bad managers had already been fired. The OTGers were just upset that they weren’t given offices at corporate. (Side note: when you get into the Mark Whitcacre/ADM territory of alternately trying to shut down a business, and loving it so much that you want to get everyone fired so you can be CEO, companies stop dealing with you publicly and start going through lawyers because you’re clearly not identifying the issues correctly or responding as an adult.)
Despite everything I’m still interested in Glossier products. I think it’s because it was really difficult to get ahold of ANYTHING Glossier where I live and I hope that the deal with sephora means that they’re coming in store here too . I can’t deny that I want something to try , FINALLY after all this year of waiting 😅
When you do these types of videos it makes me think how well you make this information so interesting when it might necessarily be elsewhere. I really enjoyed these ‘deep dives’ into behind the scenes of brands.
To me it‘s strange that they sell their products online in France or Sweden, but not in all EU. I would be VERY interested in Glossier if it was available in Germany. I feel like the brand misses a HUGE market here and would fit really well if the quality is there.
Fellow German here 🙋🏼♀️ I’d also love to try some of their products and had some hope when I heard that they’ll expand to Sephora. I contacted Sephora DE to ask if they’ll also get Glossier Products or if it’s just Sephora US, but the good old customer service answered my message without answering anything basically 😅 So do you guys have any more information maybe? 💁🏼♀️
i’m italian and same, i’ve been wanting to try their products for so long but i can’t until they decide to ship here too, i wonder why they aren’t making this step
I’m actually excited for this. Glossier has like 2 products that I’m curious about, but who wants to make an online purchase for 1 item and pay for shipping? There’s also something to be said for seeing a cosmetic product in person before buying.
such great timing, i just visited the glossier store in LA yesterday and bought products there for the first time ever lol. i’m one of those consumers that will probably benefit them being at sephora bc i was more into sampling something in person before buying it online. i’m super into minimalist / clean brands so i def would’ve been an avid glossier stan sooner if they had been in stores earlier on.
This is so interesting as I feel like I had a wildly different 2010s experience. I remember the 2010s as being the era of BB cream, CC cream, tinted moisturisers and people wearing just concealer. A lot of us had moved away from the high-coverage mousse foundations and "mineral powders" of the earlier 2000s and were trying Korean skincare products to get a dewy look. I also remember buying a lot of makeup online around that era, as it was finally accessible to buy international products as online shopping had properly taken off (not just eBay knockoffs) - it was the only place us non-Americans could buy brands like elf, Urban Decay or coastal scents (RIP).
I'd been a fan of Glossier since 2016. I remember their store that used to be above their offices in SOHO before the big brick and mortar opened up, with that iconic "You Look Good" mirror. The new SOHO store is not the same location - it's more central than the original one which was very close to Tribeca. I think Glossier was ahead of its time, focusing on more naturalistic beauty. It did it in kind of an elite way - like you had to be gorgeous anyways to have the sheer coverage, the barely there lipstick, and feel put together. I agree with you about the hardest part being remaining relevant. I feel like they were ahead of their time but the "clean" brands and more social-media and influencer led marketing is absolutely everywhere now. There are tons of aesthetic brands now that look similar and have such similar products. I will say, however, Milky Jelly is my absolute favorite cleanser and Ive never found another I like as much!
That's so funny about the pink bags. I kept mine because they worked really well for packing makeup when traveling until I accidentally overstuffed one and the slide closure broke.
I so love this series! Glossier was never really on my radar, so I haven't purchased anything and likely won't but it'll be interesting to watch how they do after entering Sephora.
I still love Glossier because their makeup is my aesthetic and personal makeup style, and I also feel they’ve stayed true to themselves and in their own lane! Love you channel so much Kelly 💕 you can tell how much work you put into it! ❤
I've never seen a Glossier store, and I never bought their products because they were too pricey for me at the time. After seeing what the stores looked like, and knowing that you had to find an employee with an iPad, rather than go to a register... I would have been too intimidated to go in a store like that. So it still doesn't seem approachable now that I'm less shy and more makeup savvy 😅
I loved and still love Glossier. I still use their products to this day. I’m in love with the cloud paint and their mascara. The mascara wand and the fibres make my short lashes look so long. As someone who didn’t wear much makeup and was intimidated by the full glam makeup back then, Glossier helped me feel more comfortable with using makeup because it was marketed as simple and quick to use. I’ve since graduated to a bit more full coverage now and don’t feel so scared trying different makeup looks and brands.
Glossier might have felt like one of the only online brands when they started but I know a lot of people were buying morphe, makeup geek & colourpop solely online during their genesis as well
I'm an older woman and I loved their products, still do. At least the Tint, the Boy Brow and the Future Dew. I just ordered the deodorant and I like it so far. But now there are many similar options like Merit, Saie, Rose Inc, etc, some of their products are pricier but superior, so let's see how it goes for them.
I personally think that Glossier isn't THAT approachable because they cater to such a specific group of people. Their products aren't necessarily affordable either. They have a reputation for being a beauty brand for people with already good skin and for 'pretty people' only.
I love Glossier stretch concealer and cloud paint in beam, both of which I've repurchased more than once... I just feel they need to expand their ranges a bit and have kind of 'stood still' a bit the last couple of years. But I still love the aesthetic of the brand.
I still like glossier. I found it when I was 16 and the aesthetic is what got me. I got the boy brow and highlighter because I was into the k-beauty look early on and needed something natural. It looked so welcoming to me, but maybe that's just my aesthetic. I still buy their perfume and use boybrow. I have so much of the packaging that I re-use. I just wish they stopped with the limited edition items and the items only available for employees :( I'd rather pay the actual price than getting it 3x the cost second hand.
Watching this video delayed but ran to the description to see what you were wearing on your cheeks & nothing listed--is that just natural radiance?! 😩 So gorgeous!
I’m really happy glossier is putting their products in Sephora, I’ve always been frustrated that you could only buy online, I use the mascara, brow gel and cloud paint often. I was never into the heavy makeup in 2016 and loved when glossier started. A lot of the other clean make up brands have ingredients that I’m allergic to.
April 2019 I went to the SoHo store after getting brunch in Chelsea with my sister. I waited 40 minutes in line to get into the store, even though I knew I couldn't afford to buy more than 2 or 3 things. It was a cool experience
I really liked Glossier's packaging when they first came out. I feel like they stood out among the other brands and when you own their products, it kind of gave that "it girl" vibe, at least to me. However, I don't live in the US and ordering them overseas would cost so much I never ended up buying anything from them. I agree, the pink ziplock was a "thing" and it's so ridiculous because that's basically just normal plastic with a different color lol.
Pink bubble wrap is **so normal** for a company who packages products (most companies), because pink plastic packaging, in the packaging world, anti-static and safe for electronics. It's hilarious that they fooled all of us into thinking ooooooh this is CUSTOM! When really they found it on Uline.
Glossier isnt available in australia. the australian makeup community is such a HUGE fan of their vibe that we still get people trying to find that one perfect dupe for the cloud paints. i think if they launched this year in australia they would still be hugely successful as we are still in that natural makeup era. note: i think rather than sephora australia they should launch with Mecca (an aussie and nz sephora type) they carry brands like gissou, chantecaille, and rms. hell the store colour is that millenial pink. we as a community are still not 100% on sephora (they had A LOT of issues with shipping and only having a handful of physical stores and none in the western half of the country) I don't know why glossier insisted on being so inaccesible but yeah. their loss
100% - i’m in australia too and have been waiting for years to get my hands on glossier (e.g. i was looking into ways to get it shipped here from the US; i was trying to locate their stores when i was in LA last year etc). this year, i’ll be in europe and doing a day trip in london mainly just to visit their store, but i’m worried i’ll fall in love with a product and then it’s the same problem again of how to repurchase.
Love the video, which is the first of yours I’ve seen! The algorithm is working well I guess! I love the Glossier You scent but haven’t had to refill since they reformulated - hopefully it still holds up. Also just want to say that I love how supportive, knowledgeable, and polite this comment section is!
I remember being in the niche meme community in 2018 and glossier was in every edit. I went to their London store in early 2020 (before covid) and that really solidified my obsession with the brand. I just wish they’d have more products since I don’t really use complexion products and after all this time they still have a special place in my heart
I agree with you i think they'll need to have their formulations speak for themselves. And that's the problem, because it's really easy to be the idea person, but chemistry is hard, being a big business person is hard. I'm really impressed that people like Emily Weiss got so far.
I have to admit as a minimal makeup type, there are a few products from glossier that I will continue to buy, boy brow and cloud paint in particular. One thing that wasn't mentioned that I think is a big issue with them is their greenwashing.
To me, Glossier Play was an effort to attract new customers. Not everyone is interested in barely there makeup and, in an effort to maybe attract a younger or more diverse audience, they added the Play brand. My issue with Glossier originally was that the shade range seemed abysmal and that it seemed too exclusive. The price point was good but that overall almost bougie vibe it gave turned me off. And truthfully, the biggest reason I could never get into them is that I have never been a sheer coverage gal. I would rather go without makeup than put on a barely tinted moisturizer. I prefer medium coverage and full glam eyes or a bare face entirely. I think Glossier will always have a market but makeup trends change and when the trend goes back to more matte, fuller coverage, more glam looks, Glossier, to my knowledge, has no option for that. I am not so sure they are making a good move with brick and mortar stores but time will tell on that.
As someone who was very into Asian Beauty products before they blew up, it's interesting to note the AB influence on early Glossier. Hydrating sheer formulas, especially that cleanser (I've seen several Japanese cleansers with basically the same formula). They definitely pioneered the intro to AB type products into the market, paving the way for the explosion of KBeauty.
love this series. thank you so much for this video. i had no idea about any of glossier’s history. i can’t believe she was on the hills!!! i watched that show every week without fail, and now i want to rewatch it. where did you find it???
They have really beautiful products for people who don't want to "transform" with makeup. I have used their products for a decade. I live in Vancouver, BC and even planned a trip to Seattle specifically to visit the store! I sincerely hope they don't change the core line of products too much. They are at a crossroads in many ways right now - the one I'm most interested in is where they go next as a brand. They were a breath of fresh air when they launched so what will they do now? If it's not cutting edge, they will go the way of MAC...formerly cool and still reliable but not leading the way.
i think they’re def changing practice to make it more appealing to gen z and younger people now. the physical stores and sephora is a huge indicator bc most people my age like to buy products in person i’ve noticed, and a lot of the people my age love very minimal makeup and i don’t see it changing much
Something about Glossier keeps me coming back to them again and again in a way few other brands do. I'm fortunate to live in one of the European countries they ship to so that's probably what caught my attention in the first place. So many other American brands never bother to sell across the Atlantic. They also have a properly cool-toned porcelain pink shade in face product line which doesn't pull peach/orange. That's so rare to find in a lot of brands' shade ranges, sadly.
I was out and about in Williamsburg when their new store there just opened a few months ago, and I was shocked that the line on opening day wrapped around the block. Although glossier has fallen off a bit, there is still a lot of hype around the brand (or at least the store experiences they offer)
I love Glossier and still buy from them regularly, they make up pretty much my entire skincare/makeup routine. However, I have found that their prices have been rising recently and when there are so many different products and companies in the market right now it's hard to remain a loyal customer.
I am an editorial makeup artist. At the time Glossier was a breath of fresh air with products that were perfect for my work. Light, skin like, bálsamy, glowy fresh looking makeup. I LOVED that brand so much.
The new Glossier store in LA is amazing. Huge, instagrammable. My good friend loves Glossier and when I shop for her, I usually go to the store instead of shopping online. It’s a cool ~experience~
This video made me feel old. Lol. I'm gen X. But I started actively buying makeup and clothes and everything beauty related online by 2002! Way back then every order you placed from Sephora (inside the shipping box) had a black and white Sephora box AND in the box your items were placed in these really cool bright pink silky bags. It was very fancy!
Kelly, you failed to mention they are already in store. At TJ Maxx etc! 😂. My Marshall’s had stacks of those one color, different texture eye shadow trios. Those were a big flop. I feel like their eye paints were too (also at TJM) Would love to hear you talk about releases that hurt or help the brands in these videos. Though I do see it as expensive for what you get and somewhat “mean girl” makeup, I live and die by the stretch concealer. The ONLY thing that works for my 44 year old under eyes. 👵🏻
I cannot believe you used that elderly woman emoji...if that is you in the photo, you look absolutely stunning, pretty, and so youthful! I would have never guessed 44.
My daughter and I recently visited the Williamsburg store after finding one in Seattle, The line for Williamsburg was several people deep and we just weren't that interested. We've also been finding Glossier at TJ Maxx, so who knows what is going on? Thanks for all of this info, Kelly!
I absolutely agree with your final thoughts! The competition is fierce these days. My observation is that Glossier is definitely back on the rise and appealing more to Gen Z as Millennials are getting older. The store in Philly opened up a few months ago and the Gen Z around me have been hyping it up. My fellow Millennials and I are buying more high-end and pigmented clean and/or vegan brands like Merit, Ilia, Charlotte Tilsbury, and Hourglass. And then I think Rare Beauty and Fenty are appealing to everyone. Outside of clean/vegan, I have friends that only buy designer like Chanel and Tom Ford.
yeah, it’s definitely popular with younger people. when i heard older people saying it had a fall i was taken aback. glossier is the “it girl” brand for girly teens.
I think the reason Glossier is opening more stores is because they are based more on the experience than just the shopping aspect. 1st, every store has an exclusive novelty item, 2nd the stores are heavily focused on theming and 3rd I think it’s a good method of connecting with their community! Edit: I also wanted to add that there is still a NYX store in my mall!!
Could you do a deepdive of Cosnova? I never hear anyone talking about them ever and would really appreciate it, especially because we all know and probably use these brands.
I had seen Glossier (especially their balms) around here and there and during lockdown placed my first order. The balms were just meh to me, but I was definitely surprised by the packaging and stickers. The sample they sent of You had me hooked on the first smell. When I placed my second order, I bought You, their travel size of milky cleanser, and their mascara. The cleanser was fine, but I found a cheap dupe I liked better. I didn’t like the mascara, and when I told them that on the email review prompt, someone contacted me within an hour and refunded my money for it. I was shocked! Still wear You every day. If they ever try to discontinue that I’ll buy a stockpile, I love it that much, and get complimented on it weekly. I hope they do okay in Sephora, if I get the chance to swatch colors I may actually try their concealer, blush, eyeshadow. Just hard for me to buy online as someone on the very far end of the pale spectrum, even the lightest colors rarely match me.
Tbh I still love glossier! Most of their products work well for me & the price point is not too bad. Their chemical exfoliant (solution) is my absolute favourite & has changed my skin! Also their new foundation they released is amazing with a great shade range! ❤
Glossier is and will always be my #1 makeup and skincare brand. I am a hardcore user of their milky cleanser, putty concealer, and glow serum. I really hope they don’t reformulate them as I’ve heard they are doing
19:49 it’s actually really smart because a trait of gen z is a preference for brick and mortar stores. We value the experience of the shop very highly so it makes sense glossier would be going in this direction
This is a informative, balanced overview. I was prepared for a lot of hate, because I watched another video that was Out of the Gloss, and this woman savaged the company. 2020-2021 where tough years socially, and a lot of good came out of them, but, at times, I feel a lot of bullying happened as well. Anyways, some people still hold a grudge despite Glossier trying to address issues of race and class. Overall, a very well done video. I learned quite a bit. Thank you!
I was in my mid-20s when Glossier was new. I never felt it was approachable or accessible. I agree with you that it was more cult-like. I've never tried their products and honestly haven't really ever felt the need to...
My daughter is 6 and we live in Williamsburg. She kept seeing the lines and insisted we go in. She wanted a picture taken and put on Instagram. So if glossier is not as cool amongst millennials, rest assured that elementary school girls want those branded sweatshirts!!
My child is 5 and a big fan of their lip balms. It’s definitely makeup I could get behind for that age group as it barely shows up 😂 gen alpha will keep it going 🙌
Could you do Ofra as part of this series? They have really good formulas and the packaging is stunning, but since I found out about the whole thing with the founders politics, I haven't been able to allow myself to buy from them. It seems they have done just enough for people to tell themselves that it is fine to use their products, and I would love to hear you talk about companies who do the bare minimum to make up for their mistakes in the eyes of most of their consumers as opposed to those who actually try to fix their mistakes. I also would love to see what your policy is for when a brand screws up. What do you require for them to do to re-earn your trust? What do you do with their products if they don't? Obviously you don't have to tell us any of this, but I would love to hear about this from you!
Glossier is so hit and miss it’s one of those brands I want to love and has this sheen of perfection and practicality but honestly I’ve found several of the products anything but practical and feels very style over substance.
@@amyhaberlein6880 bummer! I’m sorry it didn’t work for you! It lasts forever on me and is one of my most complimented fragrances. I suspect there is a synthetic musk note in “You” called Ambroxan, which many people actually cannot smell. That might be the case for you!
@@meepmoopmeep1 I actually found the fragrance because Bath & Body had a very similar smell in 2019: Kaleidoscope. I suspect Glossier found out & told them to discontinue. Haha. But yes, Glossier's team issued the refund without me asking after reading my disappointed review. It does smell really nice at first, but just doesn't have lasting power. I saw that many feel like they changed the formula on the perfume. I have found that I have had better success with "Juliette has gun-not a perfume". It has a similar composition & better lasting power for me.
@@amyhaberlein6880 yes I agree! I think Not a Perfume smells very similar and is a little stronger and longer lasting. I’ve had the same bottle of You for years, so they may have changed it since I bought mine.
Oh Glossier, if it would have been easier for me as a consumer to get to the brand, I am pretty sure I would have gone out of my way to buy it at least online and even pay shipping and taxes, but you kept your distance all along. Honestly, they clearly never tried to make that effort to make the ,,accessible‘‘ part come to life and I think in the beginning it might not even have been on purpose, but eventually the brand grew fond of the idea to be an it girl brand and that you can only buy it in certain stores and countries. I strongly believe that brands like Milk Makeup have seen and heard the community and satisfied the need for the consumer of having a ,,cleaner, beauty-enhancing‘‘ brand in most parts of the world exactly because Glossier kept on wanting to be THAT girl and never expanded. Yes, Glossier might have been the OG and came at a time when most people wore the exact opposite amount of make up, but it‘s not impossible for different styles of make-up to co-exist. people just like to go with a trend and that‘s fine, too. Glossier could have released a product RIGHT NOW and made tiktoker’s use it to go viral, expand their online presence and at last, go to a bigger retailer like Sephora. I don’t know if Emily Weiss would ever have taken it that far though if she stayed as the CEO of the brand. It almost feels like she wanted to keep that distance from every other brand to be the ,,cool and different‘‘ loner in the crowd. I am curious to see how the story goes on and I am definitely looking forward to see what the future holds for Glossier as a brand.
My normal makeup at that time when they were popular was more minimal and “clean” for my skin and I really wanted to purchase from glossier but they didn’t ship to Canada. I feel like it hasn’t been that many years when they started to ship to Canada. By that point it has to be really worth for me to pay for shipping because other brands started having products like that.
I still like Glossier- I’m not going around with the stickers on my laptop anymore but I love the majority of the products I have tried over the years.
i miss glossier play!!! the vinylic lip used to be my favorite lip product. i'm still interested in the brand though, their loose powder is the best for combination skin.
I remember when glossier before it was available online they had a presale list to sign up for. I waited a while and was so excited to get their products. I thought they were so so and didn’t really buy from them much. Can’t wait to see how they do in Sephora and if they get anything new.
The glossier marketing was so captivating. Those random morning routine videos featuring women who look perfect, living in beautiful new york apartments, with eclectic style.
Lol I know, my favorite one was with Coco. She just seemed so perfect and whimsical, I still remember that rose sitting atop her pedestal sink. I wanted to be just like her so bought everything I could afford from the brand at the time lol
I think I was a double edged sword for them because as the culture changed less people related and more people grew tired of the aspirational type advertising, and they didn't keep up
My biggest issue with Glossier is them not shipping internationally. It has been so many years, and still no efforts to expand their shipping options to more European countries than the few that are already covered.
Yea the may be in the uk but now the uk is out of the eu… taxes from the us or the uk? No thanks
You're right, but Glossier does ship internationally to some countries, so it's clearly part of their business model.
@@sofypi7493 problem is most of European countries have high tariffs for USA products. Even USA doesn’t charge this much to be able to sell in USA.
Same, the website has been telling me to wait for years and shipping for my country will be soon. But nope! Still not.
Is it possible the products have chemicals that are banned in other countries?
I always loved their aesthetic but could never afford it or justify the price for such simple products. But tbh if they’re coming into Sephora, I might finally grab something to fulfill my 2016 fantasies.
Same
And if you do get one item try the stretch concealer. It’s the only item I have from them and it was gifted to me. It’s a great one for dry to normal skin and can be worn as foundation.
i wish they sold or shipped to my country, ive been wanting those cloud paints for so long :(
@@zaria5785 yes that concealer looks perfect for me. I also always wanted to try the cloud paints
@@ALT-vz3jnnot all, only the lip balms
It’s so funny how they apparently wanted to start as an approachable brand because I feel like they still hold out a little bit of that “cool girl” makeup trend, like your high school bully would’ve been a glossier girl 😂 maybe that’s just me
Agreed! I always feel like Glossier wasn’t approachable .
Glossier was pretty much the epitome of the cool girl aesthetic! But they knew that they had to adapt their price point to the age and income of their target audience.
It definitely feels like a wealthy persons perspective on wanting to be “inclusive”, which makes sense because she is lol, while I appreciate the thought of making her brand attainable to alot of people, I think she could have done more research maybe?
I disagree! You could say that about any trendy/aesthetic brand. I’ve found it massively approachable. Products are easy to use and are really natural which I love. They also work for all ages. I’ve used them on my mum and my gran & it always looks good!
@@HopeWren I definitely love a lot of glossier products and I even have their hoodie and duffel bag! It’s totally just a gut reaction I sometimes get but am easily able to brush it off because it’s just makeup 😂 I get that vibe from other brands too sometimes!
Glossier’s future in kinda mixed right now. What you didn’t touch on is that with the new CEO and going into Sephora is that Glossier is doing major reformulations for most of the line to be “clean beauty” and vegan. We aren’t sure if this is a Sephora stocking requirement or if this is the brand trend chasing. They aren’t announcing it formally and people are finding out when a completely new formula gets delivered to them. The majority opinion of the recent reformulated product (Glossier You and the Balms) is that the finished product is significantly inferior performance wise and the component ingredients are also significantly cheaper. With the new formulas there is also an uptick of people reporting allergic reactions to the new formulas.
Thanks for sharing this.
They’re going to be placed right by Milk Makeup (which I always mix up with Glossier), Merit, Kosas, Ilia, Saie, and all the other smaller, new clean and/or vegan beauty brands. The celebrity brands Rare Beauty, Fenty, and Haus are also clean and/or vegan. That’s a lot of competition!
Came to the comments to post this exact thing if someone else hadn't already! Totally agree, I think this is a big piece of the story for glossier's future that wasn't mentioned in the video, but I know it's a topic being discussed moreso in the current glossier consumer forums like reddit/instagram comments than publicly so not surprised that people are unaware. I've seen many comparisons (from myself included) to the changes going on internally with product formulation to them being the next Bite Beauty
@@beautibrew To be fair to Kelly, I don’t want to assume when this video was filmed. Also, they’ve only announced the BDC’s on insta. The other reformulations haven’t been announced (You, Puff) or have only been confirmed via customer service response email (priming moisturizer rich). If you’re not keeping up with the community or on the Reddit you’ll never know anything Glossier won’t tell you. I’ve know about the BDC situation since Black Friday when they accidentally started sending them out early. Glossier announced it what, last week? The vegan and clean label bit hasn’t been said outright either. It’s just putting the pieces together with all the changes and the fact that I don’t think Sephora is currently letting in new outside (ie non-kendo) brands that can’t meet their clean beauty claims.
@@LucisZ39 Yeah I agree, Kelly's video is fantastic with or without the reformulation talk and kudos to her for doing so much research to make this series as good as it is. It's hard for anyone even big fans of a brand to know what's going on internally when the brand themselves aren't publicizing anything or being super transparent about it. I actually didn't know that bit about sephora and letting in new brands, thank you for mentioning that! Definitely adds context I didn't have to this. I'm sure they're hoping that entry into sephora will help expand their sales and build the brand back up, but I'm interested to see how much it actually helps when so many og glossier consumers are frustrated at the changes to their holy grail products.
I’ve been a customer of Glossier since 2015 but lately, coinciding with their shift to sell in Sephora, they are starting to lose me. They are reformulating key products, raising prices, and resisting more sustainable packaging options. The move to Sephora might net them more customers overall but they may sacrifice their longtime customer base to do so.
I’m glad I ordered a few tubes of the cherry BDC.. Especially after today (a 2 dollar price increase AND an undesirable formula change? Oh boy!)
i still love Glossier, and buy them often, but I wish they did more makeup releases. I have no interest in the deodorant, and imo a lot of their skincare is just overpriced, but i love their makeup aesthetic.
If going into Sephora, are required to launch more products to drive customers to the store. Think it is at least 2 new products per quarter but am sure contract is different for each brand.
It’s funny that so many people are more interested in Glossier’s makeup compared to their skincare, because apparently, the brand was supposed to be focused more on skincare!
@@augustlunaonline it’s because their skincare isn’t good quality. I tried it and my face reacted to the majority of their products. Lots of fragrance and not much bang.
@@cauliflower8059 yup! That’s exactly how I felt after I looked at their skincare products and read the ingredient list!
I love their skincare - the milky jelly cleanser and oil control moisturizer changed my life lmao. I use the oil cleanse method now but I still love that moisturizer and their mask pack is great too
I was in NYC with my sister in 2019 and still remeneber the crazy line at Glossier, it was around Christmas so I guess there were so many people trying to get gifts etc.
In any case it's ironic she wanted to create an accessibile brand but 10 years later they still refuse to extend international shipping to more than a few countries that are viewed as "cool"
Businesses don’t decide where they ship depending on if they’re deemed “cool.” It’s many factors including the market potential & duty costs. This line of thinking is very naive and short-sighted. Businesses make a lot of decisions that are not based on what you or other internet people perceive as clout, it’s much simpler - but your role is to perceive it as about what’s cool & what isn’t. Sucks but it’s true.
Glossier always felt like it was for people that think its “tacky” to be visibly wearing makeup.
Glossier’s branding had me in a CHOKEHOLD I was just so captivated by the color scheme, photography, marketing. Dropped $200+ on a haul once and had my fill 😌😌😌
I did a lot of online makeup shopping before 2016 because I lived 60 miles from my nearest Sephora and Ulta. Now I could walk to those stores if I wanted.
Two other brands you can talk about in this series are Lime Crime and Ofra.
Lime crime would be a good one!
Seems like lime crime is always trying to get their products moving with a constant sale
i’d definitely love one on lime crime. they used to be everywhere but now i barely hear about them!
It’d definitely be a wild ride trying to cover all of the many mis-steps Lime Crime and Xenia have had over the years. I followed Xenia back when she posted make up tutorials on her blog in like 2004 (back when she tried to make and sell clothes!)
"Glossier walked so Kosas could run" hahahaha - amazing line. Thanks for all of the context on this brand!
I will forever love Glossier. I love makeup but in a minimalist way. There was a couple products that I didn’t care for and their customer service refunded me the money, no questions asked. I love most of their makeup though.
Glossier launched in store today and I’ve never seen such a consistent small crowd all day around a brand before! We restocked it a handful of times in a matter of a few hours.
Love this series! ❤ bloggers, makeup artists, magazine editors turned brand owners - it sometimes works but mostly doesn’t.
To be fair, it's been almost a decade that the brand has been open and is still going. It doesn't have to last forever for it to have been successful.
they definitely made it work
i remember when they started out and it kinda overlapped with the rise of kbeauty, they had this one jelly cleanser i think a lot of people used in their routine because it was low ph. i never bought anything from them bc i live in eastern europe but can't lie, i would see people resell those heart pouches on ebay and like 2 times i almost bought them 🤭
I don’t see enough people talking about this. Kbeauty definitely had its moment and Glossier reminded me a lot of kbeauty
@@Rose-oo9gn K-Beauty is still very popular, especially here in Europe it kind of has become a standard to other skincare/make up brands. And I love that personally, because the quality and ingredients can’t be beaten for the prices korean brands offer. those who are trying to be exactly that, especially drugstore, aren’t willing to spend all the time, money and effort on quality and/or active ingredients because they still want to be more affordable than the rest. Shipping korean beauty from overseas takes a while, but it’s absolutely worth it.
Loved this, so interesting! The way you described people being a ‘glossier girl’ reminded me of how people were with Brandy Melville in 2014 for fashion. Was able to try Glossier finally this summer because they have a London store! Love their cream blush. They don’t ship to the Netherlands though.
I didn't know about the Glossier drama in 2020 but I was never a Glossier girl although I have some friends who definitely are and that's their aesthetic. They made me interested in the brand for awhile but I've come to realize that none of their products really speak to me and I'd rather spend my money elsewhere.
Re: Out of the Gloss. If they came to any kind of monetary agreement with Glossier, it likely came with an NDA and/or nondisparagement clause. The fact that they never posted again points in this direction. I think it’s pretty clear they took some sort of payout and walked away.
Much agreed. I almost wonder if OTG actually had a really good lawyer to demand such hilarious things as a "compensated public call" in order to eventually settle the normal way outside of court.
Social media aside, I’ve always liked “no makeup makeup” so I liked their curated products and they felt simple and easy to use. Never had any problems with formulas other than the liquid eyeshadows so since about 2017 glossier has been that brand for me and I always repurchase a lot of their stuff
glossier definitely lost their uniqueness and individuality. i started shopping the brand back in 2017 when i was barely starting getting into makeup, but didn’t want to do the full glam beat that was ever so popular at that time. so glossier was pretty much anti all of that was perfect for me. then the “clean girl” trend came along and suddenly everyone was wearing simple makeup looks and using products like glossier offers. not to mention glossier launching their first ambassador, olivia rodrigo, who further popularized the simple and clean makeup style. nowadays every new brand looks so similar to glossier. some even cheaper than glossier. so they’ve definitely lost their appeal a bit since everything is getting repetitive lately. it doesn’t feel special or different to buy from them anymore. they would have to really step up their game to make a huge roar in the beauty space
I don't like "clean girl" aesthetic. It copied many makeup techniques (such as brown lip pencil with gloss) from black and Latino community. And... This aesthethic is also racist. Many white priviledged girls want to be so separated from POCs they label brown skin as "dirty" which is stupid. Also mention how "clean girls" like to gatekeep people with acne and other skin defects.
I still love Glossier. It’s like an updated version of Clinique, with way better branding. It’s the gateway brand for people new to make up and skincare. All the colors are super sheer and require no skill. The colors were too focused on the light end of the spectrum at launch, but got better.
Ooh super interesting comparison to Clinique. I can really see that!
Yes this is why it’s perfect for me! The lidstars are my updated, sparkly version of the Clinique chubby sticks I used in middle school
In a podcast Emily mentioned Clinique as inspo!!
I was so excited to see this video posted. This is my favorite series on UA-cam, and it’s even better when they are topical. Thanks for you research and work on this, Kelly!
I honestly feel like Glossier was a bit ahead of its time, like 6 years ahead lol. Like if she started the brand in 2020 with the four products and that vision, it would’ve really taken off as that’s when people were really gearing towards skin care and more natural makeup.
exactly - and with everyone at home and online, marketing and sales would've been a breeze!
Not really no. Skincare infused with skincare has been a thing outside of the U.S. long before Glossier ever did it.
WTF?! You’re acting as though “skinimalism” is a 2020 revolution! It was the norm up until the early 2010s. Not even at the height of ‘80s “excess” did young women contour or spackle their faces. Why do Gen Z have ZERO perspective of historical distance?
Glossier selling online was pretty safe bc of the sheerness of their line.
Good point!
So true. I bought a cream blush in a light pink, and even when I put on a lot of it, it’s more like a glow from within. Can’t even tell I’m wearing blush, which I prefer
Yup. The color can stretch for many color types
The problem with Outta the Gloss is that they didn’t acknowledge a key part of activism: admitting when you’ve gotten what you asked for. The offending managers had already been fired before OTG went public. I’m on their side in general but they wanted things that a corporation can’t give them, and then they started lying.
As for the CEO switch, it’s considered good business to change CEOs every seven years.
Interesting point. Thanks for sharing this.
@@ALT-vz3jn IMO the beauty community is full of people who have a lot of disdain for business but insist on making definitive statements about business anyway. Remember how everyone said Bite was shutting down when really they just closed their direct retail segment? And how closing segments is normal and happens all the time?
I'm not familiar with OTG, what did they start lying about? The way Kelly describes it in this video, it sounds like there were other conditions to meet too - training for anti-discrimination and manager training etc
@@virginia644 They claimed that Glossier hadn’t responded, which isn’t true. They also wanted to see themselves promoted to upper management even though they simply weren’t qualified for C-suite roles. They demanded that roles like liaison be created but they lacked the business knowledge to know that that’s not a thing as a standalone role. They demanded big public town hall-style zoom meetings and expected people to air their private HR issues in front of an audience. Basically, they ran into legal issues because they were calling for boycotts on false premises; again, the bad managers had already been fired. The OTGers were just upset that they weren’t given offices at corporate. (Side note: when you get into the Mark Whitcacre/ADM territory of alternately trying to shut down a business, and loving it so much that you want to get everyone fired so you can be CEO, companies stop dealing with you publicly and start going through lawyers because you’re clearly not identifying the issues correctly or responding as an adult.)
Love this comment… great observation
Despite everything I’m still interested in Glossier products. I think it’s because it was really difficult to get ahold of ANYTHING Glossier where I live and I hope that the deal with sephora means that they’re coming in store here too . I can’t deny that I want something to try , FINALLY after all this year of waiting 😅
I’m the same!! In New Zealand, we have only just gotten Glossier instore at Mecca - after 8 years of waiting I’m very excited to finally try them!! 😍
When you do these types of videos it makes me think how well you make this information so interesting when it might necessarily be elsewhere. I really enjoyed these ‘deep dives’ into behind the scenes of brands.
To me it‘s strange that they sell their products online in France or Sweden, but not in all EU. I would be VERY interested in Glossier if it was available in Germany. I feel like the brand misses a HUGE market here and would fit really well if the quality is there.
So true I really wanted to try glossier for a long time 😢 and I know many girlies here who love glossier but we’ll can’t buy it 🤷♀️
Fellow German here 🙋🏼♀️
I’d also love to try some of their products and had some hope when I heard that they’ll expand to Sephora. I contacted Sephora DE to ask if they’ll also get Glossier Products or if it’s just Sephora US, but the good old customer service answered my message without answering anything basically 😅
So do you guys have any more information maybe? 💁🏼♀️
i’m italian and same, i’ve been wanting to try their products for so long but i can’t until they decide to ship here too, i wonder why they aren’t making this step
yeah i wish it was in AUS
Norwegian here and we can’t get it either pretty sure Denmark is the same
I’m actually excited for this. Glossier has like 2 products that I’m curious about, but who wants to make an online purchase for 1 item and pay for shipping? There’s also something to be said for seeing a cosmetic product in person before buying.
such great timing, i just visited the glossier store in LA yesterday and bought products there for the first time ever lol. i’m one of those consumers that will probably benefit them being at sephora bc i was more into sampling something in person before buying it online. i’m super into minimalist / clean brands so i def would’ve been an avid glossier stan sooner if they had been in stores earlier on.
This is so interesting as I feel like I had a wildly different 2010s experience. I remember the 2010s as being the era of BB cream, CC cream, tinted moisturisers and people wearing just concealer. A lot of us had moved away from the high-coverage mousse foundations and "mineral powders" of the earlier 2000s and were trying Korean skincare products to get a dewy look. I also remember buying a lot of makeup online around that era, as it was finally accessible to buy international products as online shopping had properly taken off (not just eBay knockoffs) - it was the only place us non-Americans could buy brands like elf, Urban Decay or coastal scents (RIP).
I'd been a fan of Glossier since 2016. I remember their store that used to be above their offices in SOHO before the big brick and mortar opened up, with that iconic "You Look Good" mirror. The new SOHO store is not the same location - it's more central than the original one which was very close to Tribeca. I think Glossier was ahead of its time, focusing on more naturalistic beauty. It did it in kind of an elite way - like you had to be gorgeous anyways to have the sheer coverage, the barely there lipstick, and feel put together.
I agree with you about the hardest part being remaining relevant. I feel like they were ahead of their time but the "clean" brands and more social-media and influencer led marketing is absolutely everywhere now. There are tons of aesthetic brands now that look similar and have such similar products. I will say, however, Milky Jelly is my absolute favorite cleanser and Ive never found another I like as much!
Not that it doesn’t always, but your hair looks extra beautiful today Kelly!
How do you not have more followers? I just came across your channel and I’ve been binge watching the Rise and Fall series.
That's so funny about the pink bags. I kept mine because they worked really well for packing makeup when traveling until I accidentally overstuffed one and the slide closure broke.
I so love this series! Glossier was never really on my radar, so I haven't purchased anything and likely won't but it'll be interesting to watch how they do after entering Sephora.
I still love Glossier because their makeup is my aesthetic and personal makeup style, and I also feel they’ve stayed true to themselves and in their own lane! Love you channel so much Kelly 💕 you can tell how much work you put into it! ❤
I've never seen a Glossier store, and I never bought their products because they were too pricey for me at the time. After seeing what the stores looked like, and knowing that you had to find an employee with an iPad, rather than go to a register... I would have been too intimidated to go in a store like that. So it still doesn't seem approachable now that I'm less shy and more makeup savvy 😅
I loved and still love Glossier. I still use their products to this day. I’m in love with the cloud paint and their mascara. The mascara wand and the fibres make my short lashes look so long. As someone who didn’t wear much makeup and was intimidated by the full glam makeup back then, Glossier helped me feel more comfortable with using makeup because it was marketed as simple and quick to use. I’ve since graduated to a bit more full coverage now and don’t feel so scared trying different makeup looks and brands.
Glossier might have felt like one of the only online brands when they started but I know a lot of people were buying morphe, makeup geek & colourpop solely online during their genesis as well
Oh i totally have Glossier in my mind for you to do Rise/Fall about 😆 so excited to hear more
Hope you like it!
@@KellyGooch i'm sure i will !
I'm an older woman and I loved their products, still do. At least the Tint, the Boy Brow and the Future Dew. I just ordered the deodorant and I like it so far. But now there are many similar options like Merit, Saie, Rose Inc, etc, some of their products are pricier but superior, so let's see how it goes for them.
Looking fresh! Having more time to focus and posting fewer videos a week, really reflects on the quality of videos. Great content!
Love this series Kelly! Thanks for all your hard work doing the research. 🔬
I personally think that Glossier isn't THAT approachable because they cater to such a specific group of people. Their products aren't necessarily affordable either. They have a reputation for being a beauty brand for people with already good skin and for 'pretty people' only.
I love Glossier stretch concealer and cloud paint in beam, both of which I've repurchased more than once... I just feel they need to expand their ranges a bit and have kind of 'stood still' a bit the last couple of years. But I still love the aesthetic of the brand.
I still like glossier. I found it when I was 16 and the aesthetic is what got me. I got the boy brow and highlighter because I was into the k-beauty look early on and needed something natural. It looked so welcoming to me, but maybe that's just my aesthetic. I still buy their perfume and use boybrow. I have so much of the packaging that I re-use. I just wish they stopped with the limited edition items and the items only available for employees :( I'd rather pay the actual price than getting it 3x the cost second hand.
Watching this video delayed but ran to the description to see what you were wearing on your cheeks & nothing listed--is that just natural radiance?! 😩 So gorgeous!
I’m really happy glossier is putting their products in Sephora, I’ve always been frustrated that you could only buy online, I use the mascara, brow gel and cloud paint often. I was never into the heavy makeup in 2016 and loved when glossier started. A lot of the other clean make up brands have ingredients that I’m allergic to.
I love your longer content, Kelly! You look amazing!
Thank you, Ellie!
April 2019 I went to the SoHo store after getting brunch in Chelsea with my sister. I waited 40 minutes in line to get into the store, even though I knew I couldn't afford to buy more than 2 or 3 things. It was a cool experience
I really liked Glossier's packaging when they first came out. I feel like they stood out among the other brands and when you own their products, it kind of gave that "it girl" vibe, at least to me. However, I don't live in the US and ordering them overseas would cost so much I never ended up buying anything from them. I agree, the pink ziplock was a "thing" and it's so ridiculous because that's basically just normal plastic with a different color lol.
Pink bubble wrap is **so normal** for a company who packages products (most companies), because pink plastic packaging, in the packaging world, anti-static and safe for electronics. It's hilarious that they fooled all of us into thinking ooooooh this is CUSTOM! When really they found it on Uline.
@@lyspaere ohh I did not know this. Damn I was fooled 😂
Glossier isnt available in australia. the australian makeup community is such a HUGE fan of their vibe that we still get people trying to find that one perfect dupe for the cloud paints. i think if they launched this year in australia they would still be hugely successful as we are still in that natural makeup era. note: i think rather than sephora australia they should launch with Mecca (an aussie and nz sephora type) they carry brands like gissou, chantecaille, and rms. hell the store colour is that millenial pink. we as a community are still not 100% on sephora (they had A LOT of issues with shipping and only having a handful of physical stores and none in the western half of the country) I don't know why glossier insisted on being so inaccesible but yeah. their loss
100% - i’m in australia too and have been waiting for years to get my hands on glossier (e.g. i was looking into ways to get it shipped here from the US; i was trying to locate their stores when i was in LA last year etc). this year, i’ll be in europe and doing a day trip in london mainly just to visit their store, but i’m worried i’ll fall in love with a product and then it’s the same problem again of how to repurchase.
@@akls2603 update: we can sit with them now (theyre shipping to australia!)
I didn't even realize they fell. I used to love their blog, "Into the Gloss". They would feature people's bathrooms which was fascinating to me.
Love the video, which is the first of yours I’ve seen! The algorithm is working well I guess! I love the Glossier You scent but haven’t had to refill since they reformulated - hopefully it still holds up. Also just want to say that I love how supportive, knowledgeable, and polite this comment section is!
I remember being in the niche meme community in 2018 and glossier was in every edit. I went to their London store in early 2020 (before covid) and that really solidified my obsession with the brand. I just wish they’d have more products since I don’t really use complexion products and after all this time they still have a special place in my heart
I agree with you i think they'll need to have their formulations speak for themselves. And that's the problem, because it's really easy to be the idea person, but chemistry is hard, being a big business person is hard. I'm really impressed that people like Emily Weiss got so far.
Really interesting video, but can I just say your eye look in this video is GORGEOUS!!!! 😍😍😍
I have to admit as a minimal makeup type, there are a few products from glossier that I will continue to buy, boy brow and cloud paint in particular. One thing that wasn't mentioned that I think is a big issue with them is their greenwashing.
To me, Glossier Play was an effort to attract new customers. Not everyone is interested in barely there makeup and, in an effort to maybe attract a younger or more diverse audience, they added the Play brand. My issue with Glossier originally was that the shade range seemed abysmal and that it seemed too exclusive. The price point was good but that overall almost bougie vibe it gave turned me off. And truthfully, the biggest reason I could never get into them is that I have never been a sheer coverage gal. I would rather go without makeup than put on a barely tinted moisturizer. I prefer medium coverage and full glam eyes or a bare face entirely. I think Glossier will always have a market but makeup trends change and when the trend goes back to more matte, fuller coverage, more glam looks, Glossier, to my knowledge, has no option for that. I am not so sure they are making a good move with brick and mortar stores but time will tell on that.
As someone who was very into Asian Beauty products before they blew up, it's interesting to note the AB influence on early Glossier. Hydrating sheer formulas, especially that cleanser (I've seen several Japanese cleansers with basically the same formula). They definitely pioneered the intro to AB type products into the market, paving the way for the explosion of KBeauty.
love this series. thank you so much for this video. i had no idea about any of glossier’s history. i can’t believe she was on the hills!!! i watched that show every week without fail, and now i want to rewatch it. where did you find it???
I think I watched it on Hulu somewhat recently...
I think it’s on Hulu!
Glossier was THE brand on Tumblr back in the day, which was funny because we were all teens with no money.
They have really beautiful products for people who don't want to "transform" with makeup. I have used their products for a decade. I live in Vancouver, BC and even planned a trip to Seattle specifically to visit the store! I sincerely hope they don't change the core line of products too much. They are at a crossroads in many ways right now - the one I'm most interested in is where they go next as a brand. They were a breath of fresh air when they launched so what will they do now? If it's not cutting edge, they will go the way of MAC...formerly cool and still reliable but not leading the way.
i think they’re def changing practice to make it more appealing to gen z and younger people now. the physical stores and sephora is a huge indicator bc most people my age like to buy products in person i’ve noticed, and a lot of the people my age love very minimal makeup and i don’t see it changing much
Something about Glossier keeps me coming back to them again and again in a way few other brands do. I'm fortunate to live in one of the European countries they ship to so that's probably what caught my attention in the first place. So many other American brands never bother to sell across the Atlantic. They also have a properly cool-toned porcelain pink shade in face product line which doesn't pull peach/orange. That's so rare to find in a lot of brands' shade ranges, sadly.
What's the name of the shade? I can never find a base that isn't orange
Last weekend I passed by Glossier store at Covent Garden, London, and there was a massive queue. They're still popular in Europe.
The glossier play highlighter still remains in my collection and I still use it (such a great one) 🥰
I was out and about in Williamsburg when their new store there just opened a few months ago, and I was shocked that the line on opening day wrapped around the block. Although glossier has fallen off a bit, there is still a lot of hype around the brand (or at least the store experiences they offer)
I’m a professional haircolorist and I must say your color and highlights are excellent!
I love Glossier and still buy from them regularly, they make up pretty much my entire skincare/makeup routine. However, I have found that their prices have been rising recently and when there are so many different products and companies in the market right now it's hard to remain a loyal customer.
I am an editorial makeup artist. At the time Glossier was a breath of fresh air with products that were perfect for my work. Light, skin like, bálsamy, glowy fresh looking makeup. I LOVED that brand so much.
The new Glossier store in LA is amazing. Huge, instagrammable. My good friend loves Glossier and when I shop for her, I usually go to the store instead of shopping online. It’s a cool ~experience~
Thank you so much Kelly I appreciate all the hard work that these videos require and you do an amazing job telling the stories behind the brand's!💝😻💗😻
Love Glossier! I think the stretch concealer is one of a kind.
This video made me feel old. Lol. I'm gen X. But I started actively buying makeup and clothes and everything beauty related online by 2002! Way back then every order you placed from Sephora (inside the shipping box) had a black and white Sephora box AND in the box your items were placed in these really cool bright pink silky bags. It was very fancy!
Kelly, you failed to mention they are already in store. At TJ Maxx etc! 😂. My Marshall’s had stacks of those one color, different texture eye shadow trios. Those were a big flop. I feel like their eye paints were too (also at TJM) Would love to hear you talk about releases that hurt or help the brands in these videos.
Though I do see it as expensive for what you get and somewhat “mean girl” makeup, I live and die by the stretch concealer. The ONLY thing that works for my 44 year old under eyes. 👵🏻
I cannot believe you used that elderly woman emoji...if that is you in the photo, you look absolutely stunning, pretty, and so youthful! I would have never guessed 44.
My daughter and I recently visited the Williamsburg store after finding one in Seattle, The line for Williamsburg was several people deep and we just weren't that interested. We've also been finding Glossier at TJ Maxx, so who knows what is going on? Thanks for all of this info, Kelly!
I absolutely agree with your final thoughts! The competition is fierce these days.
My observation is that Glossier is definitely back on the rise and appealing more to Gen Z as Millennials are getting older. The store in Philly opened up a few months ago and the Gen Z around me have been hyping it up.
My fellow Millennials and I are buying more high-end and pigmented clean and/or vegan brands like Merit, Ilia, Charlotte Tilsbury, and Hourglass. And then I think Rare Beauty and Fenty are appealing to everyone. Outside of clean/vegan, I have friends that only buy designer like Chanel and Tom Ford.
yeah, it’s definitely popular with younger people. when i heard older people saying it had a fall i was taken aback. glossier is the “it girl” brand for girly teens.
I think the reason Glossier is opening more stores is because they are based more on the experience than just the shopping aspect. 1st, every store has an exclusive novelty item, 2nd the stores are heavily focused on theming and 3rd I think it’s a good method of connecting with their community!
Edit: I also wanted to add that there is still a NYX store in my mall!!
Love these deep dives…very interesting.
Could you do a deepdive of Cosnova? I never hear anyone talking about them ever and would really appreciate it, especially because we all know and probably use these brands.
I had seen Glossier (especially their balms) around here and there and during lockdown placed my first order. The balms were just meh to me, but I was definitely surprised by the packaging and stickers. The sample they sent of You had me hooked on the first smell. When I placed my second order, I bought You, their travel size of milky cleanser, and their mascara. The cleanser was fine, but I found a cheap dupe I liked better. I didn’t like the mascara, and when I told them that on the email review prompt, someone contacted me within an hour and refunded my money for it. I was shocked! Still wear You every day. If they ever try to discontinue that I’ll buy a stockpile, I love it that much, and get complimented on it weekly. I hope they do okay in Sephora, if I get the chance to swatch colors I may actually try their concealer, blush, eyeshadow. Just hard for me to buy online as someone on the very far end of the pale spectrum, even the lightest colors rarely match me.
Tbh I still love glossier! Most of their products work well for me & the price point is not too bad. Their chemical exfoliant (solution) is my absolute favourite & has changed my skin! Also their new foundation they released is amazing with a great shade range! ❤
OMG!!!! I TOTALLY remember her on The Hills now!!! I LOVE researching & finding out tid bits like this. ❤thx for another great video 🥰
Glossier is and will always be my #1 makeup and skincare brand. I am a hardcore user of their milky cleanser, putty concealer, and glow serum. I really hope they don’t reformulate them as I’ve heard they are doing
19:49 it’s actually really smart because a trait of gen z is a preference for brick and mortar stores. We value the experience of the shop very highly so it makes sense glossier would be going in this direction
really? i don't remember the last time i actually entered a sephora/ulta for anything lol
This is a informative, balanced overview. I was prepared for a lot of hate, because I watched another video that was Out of the Gloss, and this woman savaged the company. 2020-2021 where tough years socially, and a lot of good came out of them, but, at times, I feel a lot of bullying happened as well. Anyways, some people still hold a grudge despite Glossier trying to address issues of race and class. Overall, a very well done video. I learned quite a bit. Thank you!
I was in my mid-20s when Glossier was new. I never felt it was approachable or accessible. I agree with you that it was more cult-like. I've never tried their products and honestly haven't really ever felt the need to...
My daughter is 6 and we live in Williamsburg. She kept seeing the lines and insisted we go in. She wanted a picture taken and put on Instagram. So if glossier is not as cool amongst millennials, rest assured that elementary school girls want those branded sweatshirts!!
My child is 5 and a big fan of their lip balms. It’s definitely makeup I could get behind for that age group as it barely shows up 😂 gen alpha will keep it going 🙌
Could you do Ofra as part of this series? They have really good formulas and the packaging is stunning, but since I found out about the whole thing with the founders politics, I haven't been able to allow myself to buy from them.
It seems they have done just enough for people to tell themselves that it is fine to use their products, and I would love to hear you talk about companies who do the bare minimum to make up for their mistakes in the eyes of most of their consumers as opposed to those who actually try to fix their mistakes.
I also would love to see what your policy is for when a brand screws up. What do you require for them to do to re-earn your trust? What do you do with their products if they don't?
Obviously you don't have to tell us any of this, but I would love to hear about this from you!
Glossier is so hit and miss it’s one of those brands I want to love and has this sheen of perfection and practicality but honestly I’ve found several of the products anything but practical and feels very style over substance.
The saying is hit or miss. But I agree!
This is exactly what I think of the brand.
@@Bea56601 I don’t think the saying is strict in its conjunction but thank you for your input.
The Glossier You fragrance going viral on Tik Tok has certainly helped them this past year
I bought it a few years ago & didn't really feel like it lasted. They were gracious & gave me a refund, but it wasn't what it was hyped up for.
@@amyhaberlein6880 bummer! I’m sorry it didn’t work for you! It lasts forever on me and is one of my most complimented fragrances. I suspect there is a synthetic musk note in “You” called Ambroxan, which many people actually cannot smell. That might be the case for you!
@@meepmoopmeep1 I actually found the fragrance because Bath & Body had a very similar smell in 2019: Kaleidoscope. I suspect Glossier found out & told them to discontinue. Haha. But yes, Glossier's team issued the refund without me asking after reading my disappointed review. It does smell really nice at first, but just doesn't have lasting power. I saw that many feel like they changed the formula on the perfume.
I have found that I have had better success with "Juliette has gun-not a perfume". It has a similar composition & better lasting power for me.
@@amyhaberlein6880 yes I agree! I think Not a Perfume smells very similar and is a little stronger and longer lasting. I’ve had the same bottle of You for years, so they may have changed it since I bought mine.
Oh Glossier, if it would have been easier for me as a consumer to get to the brand, I am pretty sure I would have gone out of my way to buy it at least online and even pay shipping and taxes, but you kept your distance all along.
Honestly, they clearly never tried to make that effort to make the ,,accessible‘‘ part come to life and I think in the beginning it might not even have been on purpose, but eventually the brand grew fond of the idea to be an it girl brand and that you can only buy it in certain stores and countries. I strongly believe that brands like Milk Makeup have seen and heard the community and satisfied the need for the consumer of having a ,,cleaner, beauty-enhancing‘‘ brand in most parts of the world exactly because Glossier kept on wanting to be THAT girl and never expanded. Yes, Glossier might have been the OG and came at a time when most people wore the exact opposite amount of make up, but it‘s not impossible for different styles of make-up to co-exist. people just like to go with a trend and that‘s fine, too. Glossier could have released a product RIGHT NOW and made tiktoker’s use it to go viral, expand their online presence and at last, go to a bigger retailer like Sephora.
I don’t know if Emily Weiss would ever have taken it that far though if she stayed as the CEO of the brand. It almost feels like she wanted to keep that distance from every other brand to be the ,,cool and different‘‘ loner in the crowd. I am curious to see how the story goes on and I am definitely looking forward to see what the future holds for Glossier as a brand.
I’d love to finally see Glossier at Sephora internationally
My normal makeup at that time when they were popular was more minimal and “clean” for my skin and I really wanted to purchase from glossier but they didn’t ship to Canada. I feel like it hasn’t been that many years when they started to ship to Canada. By that point it has to be really worth for me to pay for shipping because other brands started having products like that.
I still like Glossier- I’m not going around with the stickers on my laptop anymore but I love the majority of the products I have tried over the years.
i miss glossier play!!! the vinylic lip used to be my favorite lip product. i'm still interested in the brand though, their loose powder is the best for combination skin.
They had an eye pencil in either a mustard or olive color I vowed to buy. It was gone before I could :'(
I remember when glossier before it was available online they had a presale list to sign up for. I waited a while and was so excited to get their products. I thought they were so so and didn’t really buy from them much. Can’t wait to see how they do in Sephora and if they get anything new.