How Glossier Builds a Beauty Brand Around Community and Inclusivity
Glossier has redefined what it means to build a modern beauty brand. Founded by Emily Weiss, the company has grown by putting community, inclusivity and authentic customer engagement at the centre of its strategy. By listening to diverse voices and celebrating individuality, Glossier has created a loyal following that sees the brand as more than just products, as a movement that connects people and inspires confidence.
For business leaders, marketers and digital professionals, Glossier’s approach offers key insights into how brands can leverage community engagement and inclusivity as a core growth strategy. Its methods demonstrate that listening to customers, fostering diversity and creating meaningful experiences can turn a startup into a cultural phenomenon.
Listening to Customers: The Heart of Glossier’s Strategy
Glossier’s roots in Emily Weiss’s influential blog, Into the Gloss, set the stage for a community-first business model. The blog invited readers to share candid feedback on beauty products, routines and challenges. This direct engagement gave Glossier real-world insights into what customers wanted, often before competitors even recognised the trends.
The company continues to maintain an ongoing dialogue with its audience through social media platforms, customer surveys and live events. These channels provide insights not only into product preferences, but also lifestyle values, aesthetic tastes and emerging trends. By integrating this feedback into product development, Glossier ensures its offerings are relevant, meaningful and reflective of the community’s needs. From Balm Dotcom to the Milky Jelly Cleanser, every product reflects the desires and voices of the community.
For business leaders, this demonstrates the value of co-creation and customer-led innovation. When customers feel listened to and valued, they are likely to advocate for the brand and contribute to its growth organically.
Celebrating Natural Beauty and Individuality
Unlike traditional beauty brands which rely on polished, idealised imagery, Glossier emphasises authenticity. Its marketing campaigns feature real people, diverse faces and natural beauty. By doing so, the brand sends a clear message that beauty is personal and subjective, not confined to strict industry norms.
This emphasis on individuality appeals to consumers who want to express themselves and feel seen. Glossier also avoids the hard-sell approach, instead focusing on content and storytelling that resonate emotionally with its audience. For senior leaders in tech, design and digital marketing, Glossier’s approach illustrates the power of authenticity in brand storytelling. Highlighting real customers builds trust, increases engagement and fosters long-term loyalty.
Inclusivity Across Products and Marketing
Glossier’s inclusivity extends beyond imagery into product formulation and range. By offering diverse shade options, gender-neutral products and multipurpose formulas, the brand ensures that everyone feels represented. It is not just about checking a diversity box but creating meaningful products that reflect the needs of all customers.
Social media plays a central role in Glossier’s inclusivity strategy. The brand regularly features customer-generated content, encourages user reviews and engages in conversations that celebrate individuality. This approach transforms followers into active participants, creating a sense of belonging and ownership in the brand community.
For business leaders and marketers, this demonstrates that inclusivity is both an ethical choice and a business imperative. Representation builds loyalty, broadens market reach and strengthens the emotional connection between brand and consumer.
Community-Driven Growth and Brand Advocacy
Glossier’s success demonstrates that strong communities drive growth and advocacy. Customers who feel heard and included are more likely to share their experiences, becoming brand ambassadors naturally. This community-driven model reduces reliance on traditional advertising and enhances authenticity, making marketing efforts more efficient and impactful.
Events, collaborations and interactive online experiences also help to strengthen the community. By encouraging dialogue and connection among users, Glossier fosters a sense of shared identity and belonging. For CEOs, CTOs and senior leaders in digital and tech industries, Glossier offers a blueprint for leveraging customer communities to drive innovation, loyalty and sustainable growth.
Lessons for Leaders and Digital Professionals
Glossier’s approach offers actionable insights for professionals across sectors:
Listen to Your Audience: Collect authentic feedback and incorporate it into product and service design.
Prioritise Inclusivity: Ensure your brand reflects diverse voices and experiences, not just in marketing but also in product offerings.
Celebrate Authenticity: Build trust by showcasing real people, stories and experiences rather than relying solely on aspirational imagery.
Leverage Community for Growth: Encourage engagement that transforms customers into advocates, fostering organic growth and loyalty.
Create Emotional Connections: Understand that a brand’s value is often measured by how it makes customers feel, not just what it sells.
By centring strategy on community and inclusivity, Glossier has transformed from a beauty startup into a cultural success story, demonstrating how meaningful engagement can drive both brand and business success. Its example shows that listening, authentic representation and customer participation are not just marketing tactics but essential elements of a sustainable business model.