General

Glossier's Biggest Campaign Ever Is All About Real People

Buzzy beauty company cast from social media and its own staff

Feeling like glossier campaign, split image of flowers and model Ernest — An image from the "Feeling Like Glossier" campaign that focuses on emotions, rather than looks.Glossier

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Glossier is the poster child for organic growth. Founded in 2014, the beauty brand was originally a spinoff of the popular beauty website Into the Gloss, known for its Top Shelfie interviews that ask women—from stylists and editors to actresses—to spill the details about their makeup, hair and skincare routines.

In its earliest days, the brand’s rapid growth—last year, Glossier passed $100 million in revenue and acquired 1 million new customers—could largely be attributed to its popularity on social media. But