Instagram: @glossier, @glossierplay

Twitter: @glossier


Total funding: $186.4 million

Revenue: $100+ million in 2018

Valued: $1.2 billion in 2019

Glossier branded itself from the outset as the first company democratizing beauty via its “beauty in real life” approach. The brand’s rapid growth and popularity, stemming from founder Emily Weiss’s initial following from her blog Into The Gloss, reflects the hunger from millennial and GenZ consumers for authentic portrayals of beauty and brands that offer a sense of community.

Beautycounter, ColourPop, Milk Makeup, Sephora and Ulta Beauty.


  • Discontinues the Glossier Play line because of an underwhelming response from its audience and criticism around the line’s excessive packaging.
  • Opens a pop-up store in Atlanta, Georgia.
  • Opens a pop-up store in Scottsdale, Arizona. 
  • Announces the London store will stay open through 2020. 
  • Files a trademark application for its pink bubble wrap-lined ziplock pouches.


  • December, opens pop-up shops in seven Nordstrom stores in Chicago, Dallas, Houston, New York City, Washington D.C., Santa Anita, California and Seattle. Open from 
  • Opens a pop-up store in London.
  • Opens a pop-up store in Austin, Texas.
  • Launches Futuredew, an oil-serum hybrid, the brand’s first product.
  • Melissa Eamer joins Glossier as Chief Operating Officer from Amazon.
  • Launches GlossiWear limited edition clothing line.
  • Raises $100 million in a Series D round led by Sequoia Capital.
  • Introduces its first brand extension, Glossier Play. The brand is sold on but has its own Instagram account (@glossierplay). 
  • Opens pop-up in Miami. 
  • Hires Leah Chernikoff, the former digital director of, to lead content at both Glossier and Into the Gloss. 
  • Reaches 1.9 million Instagram followers (@glossier). 


  • Raises $52 million in Series C funding led by IVP and Index Ventures. 
  • Opens its first permanent Los Angeles showroom.
  • Relaunches its New York showroom as a 3,000-square-foot flagship store. 
  • Opens a month-long pop-up in San Francisco at Rhea’s Cafe. 
  • Glossier’s Instagram following reaches 1.5 million in November. 
  • Reports that its return rate is less than 1.5% and that it acquired 1 million customers. 


  • Launches a new product every six to eight weeks. 
  • Rep program grows to 500 participants. 
  • Debuts billboards in New York and Los Angeles to market a new product, Body Hero, featuring size-inclusive models. 
  • Mails samples of its first fragrance, Glossier You, to existing customers one month before public launch. 
  • Reports a 600% increase in revenue between 2015 and 2016, growing an additional threefold between 2016 and 2017.


  • Launches its rep program with 11 people who have a unique landing page on to build a profile and are incentivized to post about the brand on social.
  • Opens its first permanent showroom in New York. 
  • Raises $24 million in a Series B round led by IVP.
  • Reports that 79% of sales stemmed from peer-to-peer and organic marketing. 
  • Creates a Slack channel accessible to its top 1,000 customers in order to gain insights on development. 


  • Weiss uses ITG as an R&D hub, asking readers to weigh in on their ideal face wash (this became Glossier’s Milky Jelly Cleanser). 


  • Launches four SKUs—face mist, concealer, skin salve and priming moisturizer—priced between $12 and $26.
  • Weiss launches Glossier product on her blog Into the Gloss. At the time, ITG had 8.5 million monthly page views and 188,000 Instagram followers. Glossier’s Instagram account already had 18,000 followers before the brand debuted any tangible products.  
  • Glossier raises $8.4 million led by Thrive Capital, which it uses to grow its budding ecommerce operations and launch additional products. 


  • Emily Weiss launches Into the Gloss (ITG), featuring posts on “beauty tips, trends and product.”