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:
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.
The power is in the packaging... because it's the first thing we see. People often buy makeup, food, and other items because they look cute, without even knowing the ingredients or quality. Cool retail stores are a form of packaging, too. For Glossier, they're an extension of its marketing strategy to inspire, then acquire customers. Examples of "well-packaged" Glossier shops: a fried chicken and lipstick pop-up at a pink cafe in SF, and a Boston setup made of university-inspired “campuses." Coming this August: a huge, mushroom-themed concept store in Seattle.