Millennial makeup favorite Glossier snags a $1.8B valuation by embracing "the power of the package"

Don't eat the milk jelly cleanser... Glossier is the viral direct-to-consumer makeup/skincare brand whose products look like candy — or art supplies. From tubes of "Cloud Paint" blush and "Balm Dotcom" skin salves, to roll-on highlighter sticks, Glossier is the epitome of Instagram-able packaging. Now it has something else to gram about:

• Double unicorn status: Almost. Glossier just raised $80M in funding, reportedly bringing its valuation to $1.8B.
• The digital-first company plans to use the fresh cash to bring back physical locations, which it shut down during the pandemic. The first new stores will be in Seattle, LA, and London.

Signature makeup look... The "no makeup" makeup look. Seven-year-old Glossier pioneered modern, direct-to-consumer beauty with its TikTok-friendly minimal aesthetic. Think: Millennial pink and pastel-everything. It keeps things simple with 39 products that are easy to apply.

• Household name with Gen Zillennials: Two in every five US women between ages 18 and 34 have heard of Glossier, and it has 5M+ customers globally.
• Digital super power: Glossier's online sales increased across all categories during the pandemic, while makeup sales plummeted for OG retailers. 80% of its sales come from its own site.