Glossier Case Study

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1 Glossier Case Study The makeup brand Glossier dominates the beauty industry with its online presence. The beauty industry has become a $532 billion industry, according to Business Insider. Glossier’s business is done entirely online, which is very rare for a makeup and skin care beauty brand, but Glossier identified this gap in the industry and had yielded $86 million from venture capital investors, growing rapidly. While over 80% of beauty and personal care products were still purchased through physical retailers, direct-to-consumer digital brands are gaining traction. Glossier has been named as a top beauty brand by Allure, Teen Vogue, Glamour, Nylon, Women’s Wear Daily and Cosmopolitan. It also won WWD Beauty Inc. 2015 Digital Innovator of the Year award, was named to LinkedIn Top Startups of 2018 list, recognized by Fast Company as one of its Most Innovative Companies of 2017 and called out as one of Inc.’s Company of the Year 2017 (Forbes 2018). Glossier encourages women to celebrate the uniqueness of who they are, and their company reflects this. Glossier is described as a “people-powered beauty ecosystem.” They release products slowly into the market by analyzing the feedback from their audience. Glossier stays closely connected to their consumers and are able to fulfill any basic demand other beauty brands may be overlooking (Numerator 2018). Emily Weiss, Co-Founder of Glossier, was taking on the $433 billion global beauty industry, projected to grow to $750 billion by 2021 and dominated by eight companies. The estimated annual revenue for Glossier is estimated at $100 million. Glossier’s top #1 rival is Milk Makeup. Milk is in the personal products field with an estimated revenue of $4 million. Milk generates $96 million less revenue than Glossier. Lime Crime is another one of Glossier’s top competitors that also competes in the personal products field. Lime Crime generates 2.50%


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Glossier Case Study by Sabrina Slattery - Issuu