Reclaiming Influence in a Crowded Beauty Feed
Glossier has always stood out by staying soft. In a world of over-engineered routines and over-edited ads, it built a beauty empire by doing the opposite, leading with real skin, clean design, and a community-first approach that reshaped what modern beauty could look like.
But by 2024, socials had shifted. Beauty content was everywhere, attention spans were shorter, and the rise of “proof over polish” demanded more than mood boards and minimalism. Gen Z wanted clarity, authenticity, and visible results from people they actually trust.
Glossier’s mission was clear: reclaim its spot at the center of the beauty conversation with a social-first, creator-led program that could scale storytelling without losing credibility.
Standing Out in a Saturated Beauty Feed
In an industry that moves at the speed of the scroll, Glossier faced a familiar problem: visibility wasn’t the issue, differentiation was. The brand’s clean aesthetic and effortless tone had defined an entire era of beauty marketing, but the landscape had changed. TikTok and Instagram were now filled with creators echoing that same minimal, dewy look Glossier pioneered.
To maintain its cultural edge, Glossier needed to reintroduce its signature staples, not through ads, but through creators who could translate the brand’s quiet confidence into something that felt fresh and credible.
As part of this shift, Glossier set out to:
Build a scalable creator program that could deliver constant, brand-right storytelling- Reach new audiences with visible product results, not over‑produced campaigns
- Strengthen brand trust and advocacy by prioritizing real creators over polished creative
- Develop evergreen assets that could power both organic and paid performance
Delivering that meant rethinking what “editorial beauty” looks like in 2025 and designing a system built for efficiency, authenticity, and cultural speed. Kyra made it happen.
Product-First Stories
Kyra designed and ran Glossier’s creator engine, a streamlined program built around clear product benefits, consistent monthly output, and authentic storytelling that felt native to the feed.
We cast a curated mix of nano and micro creators with strong beauty POVs and editorial flair, tapping into their natural formats like GRWMs, desk-to-dinner routines, and texture reveals. These partners brought Glossier’s products to life through unscripted routines and proof-first storytelling that showed not just how products looked, but how they worked up close, in real light, on real skin.
Briefs were kept short and strategic, allowing creators to choose messaging pillars that aligned with their voice: from comfort and coverage to tone and texture. The result was a steady stream of content that felt personal, polished, and perfectly Glossier.
Behind the scenes, Kyra’s production model made scale seamless, from discovery and approvals to post-campaign analysis. Every month, our team delivered new content that worked across organic and paid, ensuring Glossier stayed at the center of beauty culture without ever losing credibility.
Credibility, Captured at Scale
Glossier’s always-on creator program didn’t just deliver content, it provided clarity, consistency, and performance. With over 75 assets produced, Kyra helped Glossier show up month after month with stories that felt real, resonant, and rooted in results.
The program delivered:
- 115M total views
- 300+ assets delivered
- 51 total creators activated
From GRWMs to texture reveals, the content cut through the clutter of the beauty feed, driving high visibility and real interest, all while reinforcing Glossier’s clean, editorial aesthetic.
More than performance, the program unlocked a scalable engine that balanced low lift with high output, a model Glossier can continue to build on as it grows its creator ecosystem.