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

Founding date

2010

Last fundraise

$3.2B Valuation

The Teardown

Monthly Traffic Volume

Data source: SimilarWeb

Traffic By Source

Data source: SimilarWeb

Top Social Channels

Data source: SimilarWeb

Top Keywords

Data source: SimilarWeb

Examples of Social Ads

Data source: Facebook Ad Transparency Tool

Examples of Keyword Ads

Data source: SEMrush

Examples of Newsletters

Data source: MailCharts

Example of Email Strategy (Email Subscriber)

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.

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