Glossier and social media branding

If you were subscribed to Glossier's email list on February 22nd, 2018, then you woke up to an email titled, "Business News (It's Good)". In it, founder and CEO Emily Weiss announced an additional $52 million in investments from the company's Series C round.

What does this mean? It boils down to this: a minimalistic makeup brand is now getting a lot more investments. And where is it all going to go to? According to the email Weiss sent out, to "keep building the beauty company of the future". Glossier wants to create a beauty company that listens to its customers, as it always has.

If this product demonstration video isn't self-explanatory enough, Glossier is a makeup brand that isn't out to change how you look. Their motto "Skin first. Makeup second." is evident in all their advertising campaigns that feature natural girls with little makeup on.

Their unique brand positioning aside, their product ads themselves also have a minimalistic feel. Most of Glossier's social media feature simple styles, plus their Instagram regularly seeks to interact with their customers with tips and Q&As. They update their Instagram stories regularly with makeup tutorials, "mood of the day", and product details. Those that follow Glossier's Instagram get to see all of Glossier's makeup products and watch how the products work. Even better, they put an emphasis on those who wear little makeup and  show how Glossier can still be your makeup brand.

Utilizing various social media strategies, Glossier has earned a large social media following, surpassing one million Instagram followers back in February.

Glossier's social media accounts have a similar theme of simplicity and happiness. They've utilized every part of their online presence to their advantage, whether it's their website, Twitter, Instagram, Facebook, or even direct marketing emails. They have become so successful, yet there's currently only one retail Glossier store! It's currently in NYC and is just as pink, simple, and minimalistic as the rest of their brand. With a permanent Los Angeles store to be opened in May, it'll be exciting watching this company unfold into a popular minimalistic makeup brand.