Glossier

How Glossier Used 'Real People' To Build A $3.2B Beauty Brand

Est. Revenue
Undisclosed
Industry
Makeup & Beauty
Type
E-commerce
Techstack
Akamai mPulse, Segment, Amplitude, AdRoll
№ of founders
1
Founding date
2010
Last fundraise
$3.2B Valuation
Funnel TeardownUser Journey MapTraffic SourcesAds & Email StrategyMain Takaways
Funnel TeardownUser Journey MapTraffic SourcesAds & Email StrategyMain Takaways
Funnel TeardownUser Journey MapTraffic SourcesAds & Email StrategyMain Takeaways
Glossier’s complete marketing funnel

Monthly Traffic Volume

Glossier’s website traffic sources

Data source: SimilarWeb

Traffic By Source

Glossier’s website traffic sources

Data source: SimilarWeb

Top Social Channels

Glossier’s website traffic sources

Data source: SimilarWeb

Top Keywords

Glossier’s website traffic sources

Data source: SimilarWeb

Examples of Social Ads

Glossier’s social media facebook ads

Data source: Facebook Ad Transparency Tool

Examples of Keyword Ads

Glossier’s examples of emails

Data source: SEMrush

Examples of Newsletters

Glossier’s examples of emails

Data source: MailCharts

Example of Email Strategy (Email Subscriber)

Glossier’s examples of emails

Data source: MailCharts

Glossier’s examples of emails

Data source: MailCharts

Main Takeaways

  • Use User-generated Content to Build Social Proof & Authority;
  • Makeup in "All Human Shades" to Maximize Appeal;
  • Upselling and Personalized Add-ons to Boost AoV & LTV.
  • The Teardown

    Glossier’s complete marketing funnel

    Monthly Traffic Volume

    Glossier’s website traffic sources

    Data source: SimilarWeb

    Traffic By Source

    Glossier’s website traffic sources

    Data source: SimilarWeb

    Top Social Channels

    Glossier’s website traffic sources

    Data source: SimilarWeb

    Top Keywords

    Glossier’s website traffic sources

    Data source: SimilarWeb

    Examples of Social Ads

    Glossier’s social media facebook ads

    Data source: Facebook Ad Transparency Tool

    Examples of Keyword Ads

    Glossier’s examples of emails

    Data source: SEMrush

    Examples of Newsletters

    Glossier’s examples of emails

    Data source: MailCharts

    Example of Email Strategy (Email Subscriber)

    Glossier’s examples of emails

    Data source: MailCharts

    Glossier’s examples of emails

    Data source: MailCharts

  • Use User-generated Content to Build Social Proof & Authority;
  • Makeup in "All Human Shades" to Maximize Appeal;
  • Upselling and Personalized Add-ons to Boost AoV & LTV.
  • Title for tweet

    Author
    Yonathan Ayenew
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