What Glossier does

Glossier is a New York-headquartered, venture-backed beauty brand that sells skincare, makeup, fragrance, body care, and branded merchandise primarily through its Shopify-based DTC e-commerce site (glossier.com) and a wholesale partnership with Sephora across 650 US stores, with international shipping to 40+ countries. The company monetizes via unit-priced DTC purchases, a Subscribe + Save subscription offering 10% savings, discounted product bundles, gift cards, and a G Membership loyalty program; merchandise/Glossiwear sales grew 33% YoY as of 2024. The product portfolio spans core skincare (Milky Jelly Cleanser, Super serums, Futuredew, Priming Moisturizer line, SPF50), color cosmetics (Boy Brow, Cloud Paint, Lash Slick, Stretch foundation/concealer, Generation G, Ultralip, Lip Glaze), the Balm Dotcom franchise, the Glossier You fragrance family with extensions (Fleur, Rêve, Doux, Soie), and newer 2025-2026 lines including body care, candles, hand cream, and a pet accessories collection. Technology infrastructure includes AI-driven personalization that has reportedly boosted AOV by approximately 20%, AR/virtual try-on tools, and an early-mover integration into OpenAI's ChatGPT Instant Checkout via Stripe's Agentic Commerce Protocol.

Under new CEO Colin Walsh (joined October 2025 from DevaCurl, Ouai, and P&G's specialty beauty division), Glossier is executing a profitability-focused turnaround: ~30% workforce reduction in February 2026, closure of nine of twelve stores over 2.5 years (retaining flagships in New York, Los Angeles, and London), and a $45M revolving credit facility from Tiger Finance closed in June 2026. The company is shifting from a pure DTC model toward a wholesale-heavy omnichannel approach, with Sephora now representing nearly 40% of revenue, and is targeting over $400M in ARR by end of 2025 and positive adjusted EBITDA by 2026. Founded by Emily Weiss in 2014 from her Into The Gloss blog, Glossier has raised $265M+ in equity across rounds from Sequoia, Thrive, Index, Forerunner, Lone Pine, and IVP, and was valued at $1.8B at its 2021 Series E peak before reportedly seeking capital at a sub-$1B valuation in 2025.

Name

Glossier

Legal name

Glossier Inc.

Website

https://glossier.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

251–500 employees

Short description

Glossier is a New York-based, venture-backed beauty brand selling skincare, makeup, fragrance, and body care via DTC e-commerce and Sephora wholesale (650 US stores), targeting Millennial and Gen Z consumers with AI-personalized recommendations and an omnichannel strategy now in turnaround under new CEO Colin Walsh.

Ownership category

akta.pro rank

Product category

Beauty and Personal Care Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA)

akta.pro secondary industries

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA), Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC), Eye & Lip Skincare (CRABAAAC), Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE)

Keywords

• Skincare products
• Makeup cosmetics
• Fragrance collection
• Beauty merchandise
• Direct-to-consumer beauty

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct-to-Consumer (DTC) E-commerce: Glossier sells directly to consumers through its website glossier.com, offering skincare, makeup, fragrance, body care, and merchandise products. This was the primary revenue channel from founding through 2024, though wholesale now represents nearly 40% of revenue.
2. Wholesale / Retail Distribution: Glossier expanded into Sephora wholesale, with products now available in 650 Sephora stores in the US. Wholesale revenue has grown to represent nearly 40% of total revenue, representing a significant shift from pure DTC to omnichannel.
3. Subscription / Recurring Revenue: Glossier offers a subscription model (Subscribe + Save) providing 10% savings on all subscription orders with flexible delivery schedules. Customers can choose monthly, 2-month, 3-month, 4-month, or 5-month delivery intervals with the ability to reschedule, skip, or cancel anytime.
4. Merchandise / Glossiwear: Glossier sells branded merchandise including apparel (hoodies, sweatshirts, bags), accessories, and pet products under the Glossiwear line. Merchandise sales grew 33% year-over-year as reported in 2024.
5. Credit Facility / Working Capital: Glossier secured a $45 million revolving credit line from Tiger Finance, providing non-dilutive working capital to support reimagining retail experiences, community reengagement, and developing a more intentional product pipeline.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels10 records

Core offering

Glossier is a digital-first direct-to-consumer beauty brand that designs, manufactures, and sells skincare, makeup, fragrance, body care, balms, and lifestyle merchandise under its own label. Products are sold via glossier.com, through Sephora wholesale (650 US stores representing nearly 40% of revenue), and at three remaining flagship retail locations, with international shipping to markets including the UK, Canada, the EU, Australia, and Japan.

Product overview

Glossier is a digital-first direct-to-consumer beauty and skincare brand offering a curated portfolio of products organized into six core categories: Skincare (cleansers, treatments, moisturizers, sunscreen), Makeup (face, brow, eye, cheek, lip, and tools), Balms (led by flagship Balm Dotcom), Body (fragranced body care, deodorant, and exfoliants), Fragrance (the Glossier You collection with multiple extensions including You, Fleur, Rêve, Doux, and Soie), and Merchandise/Apparel (pink capsule collection and pet accessories). The brand operates primarily through its e-commerce platform (built on Shopify) and a declining physical retail footprint, having expanded into Sephora wholesale distribution (650+ stores). Product strategy emphasizes minimalist, skin-first aesthetics with 'Skin First. Makeup Second.' positioning, featuring inclusive shade ranges across complexion products (32 foundation shades, extensive concealer options) and signature easy-to-use formulations. Recent expansions include home fragrance (candles), hand care, and body mists launched in 2025-2026, plus a limited-edition Pink Capsule Collection and You Look Good pet accessories line. The brand's AI-powered personalization reportedly boosts average order value by approximately 20%, and recent strategic shifts under CEO Colin Walsh focus on profitability over growth, including workforce reductions and store consolidation.

Differentiator

Problem solved

Functional benefit

Products and services

• Skincare Collection Full skincare line including cleansers, treatments, moisturizers, serums, masks, exfoliators, eye care, and SPF sunscreen products formulated under Glossier's 'Skin First' philosophy and sold to individual consumers.
• Makeup Collection Color cosmetics line covering face, brow, eye, cheek, and lip categories, plus tools and accessories, positioned as 'Makeup Second' to complement the skincare routine.
• Balm Dotcom Iconic universal skin salve / lip balm originally launched as a Glossier flagship product and now sold in multiple flavors and sizes as a hero everyday SKU.
• Body Care Collection Body care line including body wash, lotion, deodorant, and body spritz products designed to extend the Glossier scent and care ritual beyond the face.
• Glossier You Fragrance Collection Signature fragrance family anchored by the Glossier You eau de parfum, expanded into a collection of variants (You, Soie, Fleur, Rêve, Doux) plus ancillary body and hair fragrance formats.
• Glossier Goods Branded lifestyle merchandise and apparel, including totes, sweatshirts, hats, and accessories that extend the Glossier brand beyond beauty into everyday lifestyle.
• Pet Collection (You Look Good) Pet-focused product line centered on the You Look Good fragrance extension for dogs and accompanying pet accessories, sold through glossier.com.
• Glossier Candles Home fragrance candles, including collaborations with perfumers such as Henry Rose, sold as part of the brand's home lifestyle offering.
• Hand Cream Collection Hand cream SKUs in multiple scent variations, sold as part of the brand's body and lifestyle offering.
• Digital Gift Card Digital gift card redeemable on glossier.com across the full product range, used for gifting and customer-acquisition campaigns.
• Custom Skincare Set Build-Your-Own customizable skincare bundle allowing consumers to curate a personalized regimen from Glossier's skincare lineup.
• Glossier Flagship Retail Stores Three remaining physical flagship retail locations (down from twelve) offering the full Glossier assortment, in-store AR and Ffface AI-powered beauty experiences, and personalized consultations.
• Subscribe + Save Recurring subscription program offering 10% off eligible products on auto-replenishment, designed to drive repeat purchase and customer lifetime value.

Quantifiable outcome

• 600% sales growth in 2017, tripling customer portfolio in a single year
• +4 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability2 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered flagship, minor and core.

• OpenAI / Stripe (Agentic Commerce Protocol)flagshipTechnology or Integration · 29 September 2025Glossier is among the first Shopify merchants integrated into OpenAI's ChatGPT Instant Checkout feature, powered by the Agentic Commerce Protocol co-developed by Stripe and OpenAI. The feature enables US-based ChatGPT users to purchase Glossier products directly within AI conversations without leaving the platform. Available to ChatGPT's 700 million weekly users across Plus, Pro, and Free tiers.
• Katseye (Global Girl Group)flagshipGTM or Marketing Partner · 9 May 2025Glossier launched a campaign featuring global girl group Katseye to debut its new Lip Glaze product. All six singers showcased the range of six shades representing their distinct personalities. The campaign extended beyond digital content with in-real-life activations including a scavenger-hunt-style takeover in Los Angeles and an event at a Glossier store in New York. Katseye was formed in 2023 through a collaboration between Hybe Corporation and Geffen Records.
• Good SportsminorGTM or Marketing Partner · 1 January 2025Good Sports partnered with Glossier in 2025 to deliver new sneakers and sports bras to over 400 girls in WNBA markets. The partnership was cited as a model for brands looking to move beyond one-time activations toward long-term strategic investments in community impact in youth sports.
• USA Basketball Women's National TeamflagshipGTM or Marketing Partner · 3 July 2024Glossier became the Official Beauty Partner to USA Basketball's Women's National Team in July 2024—the first USA Basketball partnership exclusive to the women's program since 1996 and the first-ever official beauty partner in the organization's history. Glossier provides skincare, makeup, and beauty products for the team's travel to Europe, with presence at exhibition games including London on July 23rd. The partnership includes social media content, out-of-home advertising, and community engagement initiatives.
• SephoracoreChannel Partner/ Reseller/ DistributorGlossier expanded into 650 Sephora stores across the US through a wholesale distribution partnership. The launch was record-breaking with one bottle of Glossier You fragrance selling every 40 seconds. Merchandise sales grew 33% year-over-year following the Sephora launch. Wholesale now represents nearly 40% of total revenue.
• StripecoreTechnology or IntegrationStripe powers Glossier's e-commerce payments and is the payment infrastructure behind the OpenAI ChatGPT Instant Checkout feature through the Agentic Commerce Protocol. Stripe's partnership enables AI agents to conduct commerce transactions on behalf of buyers, with Glossier among the first Shopify merchants enabled for this capability.
• WNBA (Women's National Basketball Association)flagshipGTM or Marketing PartnerGlossier is the WNBA's first official beauty partner since 2020, having pioneered beauty brand investment in women's sports. The partnership has expanded to include Olympic team sponsorship, court refurbishments, and annual draft collaborations. The brand's 2025 partnership with Good Sports delivered new sneakers and sports bras to over 400 girls in WNBA markets.

Scale indicators11 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Rare Beauty: Selena Gomez's prestige beauty brand sold primarily through Sephora. Comparable to Glossier as a digitally-native, celebrity/founder-driven beauty brand targeting similar Gen Z and Millennial consumers with inclusive positioning and similar price architecture ($20-30 range).
• Drunk Elephant: Premium skincare brand founded on a 'skin-first, biotic-friendly' philosophy with a curated product portfolio. Directly comparable to Glossier's 'Skin First. Makeup Second.' positioning and similar prestige price points, with overlap in Sephora distribution.
• Milk Makeup: Millennial-targeted beauty brand with playful, Instagram-aesthetic packaging and a focus on multi-format, easy-to-use products. Strong overlap with Glossier's Gen Z/Millennial target market, minimalist positioning, and Sephora wholesale presence.
• Jones Road Beauty: Bobbi Brown's minimalist 'no-makeup makeup' beauty brand emphasizing skin-first philosophy and accessible luxury. Highly comparable to Glossier's natural, dewy aesthetic and curated product portfolio.
• Merit Beauty: Minimalist beauty brand with a 'five-minute face' philosophy and clean formulations targeting similar minimalist-leaning consumers. Comparable to Glossier's streamlined product range and accessible luxury positioning.
• Tower 28: Clean beauty brand focused on sensitive skin with a California-inspired aesthetic and Sephora distribution. Comparable to Glossier's millennial-focused, community-driven clean beauty positioning.
• Kosas: Clean beauty brand with a focus on skin-loving makeup formulations and a strong editorial/content-driven brand identity. Comparable to Glossier's community-first, content-led marketing approach and similar consumer demographic.
• Ilia Beauty: Clean beauty brand combining skincare with makeup in skin-friendly formulations. Comparable to Glossier's hybrid skincare-makeup positioning and similar clean beauty consumer segment.
• Fenty Beauty: Rihanna's inclusive beauty brand with industry-leading shade ranges and Sephora distribution. Comparable to Glossier on inclusive beauty positioning, cultural relevance, and similar mass-prestige price architecture.

Broad incumbents

• Tatcha: Prestige skincare brand (Unilever-owned) with Japanese-inspired formulations and Sephora distribution. Comparable to Glossier's skincare-first positioning but at a higher price tier and with broader global scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/glossierTV
• Facebookfacebook.com/glossier
• Instagraminstagram.com/glossier
• TikToktiktok.com/@glossier
• Pinterestpinterest.com/glossiernyc
• Xx.com/glossier
• LinkedInlinkedin.com/company/glossier

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds7 records

Investors18 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Glossier