Glossier: The Official Makeup Brand of Gen Z
The Cut
Glossier is the ultra-new makeup and skincare company who makes products inspired by real
people. They are all about embracing natural beauty. The company emphasizes skincare before
makeup, as well as a natural and dewy “no makeup” makeup look. The slick and minimal
packages stand out on your makeup counter, as well as provide the “clean girl aesthetic” popular
among Gen-Z. With brand ambassadors like Olivia Rodrigo, three-time grammy award winner,
who shows off their products to her millions of Instagram followers, it’s easy to understand
where the hype comes from. The brand also prides itself on being cruelty free and easy-to-use.
As of February 2023, Glossier is now no longer just an online brand: they’ve branched out to
have products in Sephora all over the world. With their brand estimated to be worth 1.2 billion
dollars, this is an easy step up. But with products spanning from skincare to makeup to fragrance
that are constantly sold out, which products do you need to add into your routine immediately?
Stephanie Swan
1. Boy Brow
One of Glossier’s best selling products is their infamous Boy Brow. But what’s so special about
it? A brushable, creamy wax that visibly thickens, shapes, and grooms brows into place. Boy
Brow is inspired by traditional hair pomade, it gives brows soft, flexible hold in one easy swipe,
and doesn't stiffen or flake.
Glossier
2. Cloud Paint
Cloud Paint is another one of Glossier’s top rated products, it’s marketed as the ‘most
user-friendly blush under the sun.’ It’s a seamless, buildable gel-cream blush that’s enjoyable to
apply and easy to wear. It’s just sheer enough upon initial application to make it easy to work
with and to layer. It has a soft focus effect that doesn’t accentuate texture or pores!
Glossier
3. Balm Dotcom
Balm Dotcom is the cult-favorite, do-everything lip balm with an ultra-hydrating base with
antioxidants and natural emollients to nourish dry lips. It’s formulated with vegan moisturizers
for all of your animal-loving friends and family!
Glossier
4. Lash Slick
Lash Slick is the best selling mascara that gives the effect of extensions without the extensions.
It’s mascara that visibly lengthens and lifts lashes for a baby extensions effect. Lash Slick’s
weightless, flexible formula enhances the look of your natural lashes. It’s now available in brown
as well as black!
Glossier
5. Glossier You (eau de parfum)
Glossier You is the ultimate personal fragrance, it’s an eau de parfum that melts into skin and
smells a bit different on everyone. It’s not one of those perfumes you wear to become someone
else. Mostly, it smells like you: soft, warm, familiar. It’s designed everything about it to feel open
ended, like it’ll grow with you no matter where you are in your personal evolution.
Glossier
6. Haloscope
Haloscope is destined to be your new favorite highlighter, it’s crystal-infused with skin
conditioning benefits. The stick’s outer core (the “halo”) is formulated with genuine crystal
extracts for an all-day glow that’s not glittery. The solid, oil-based inner core is made from
vitamin-rich moisturizers for a hydrated, dewy finish.
Glossier
7. Lidstar
A dreamy, shimmering eyeshadow that’s a soft, glistening eye color that lasts all day. Lidstar
Creates a sheer veil of color that locks onto lids without creasing (so no need for primer) and
ultrafine pigments are enveloped in a buttery base for a silky, blendable formula that swipes on
easily. Glossier offers Lidstar in eight beautiful shades.
Refinery29
8. Futuredew
Futuredew is an oil serum hybrid perfect for the dewy skin look. It’s known as a shortcut to the
way your skin looks after a full skincare routine—dewy, glowing, cared-for—in one
long-wearing product. Its nourishing oils (that don’t feel greasy) immediately give you a gleamy,
well-moisturized look that lasts up to 12 hours. It also has powerful plant-based extracts to make
your skin look brighter, instantly and over time.
Glossier
9. Priming Moisturizer
Glossier’s priming moisturizer provides a light and buildable moisture for a dewy, smooth
canvas. A moisturizer that instantly brings out the best in your skin, making it fresh and glowing.
It has anti-redness complex soothes while the oxygenating agent breathes life into stressed skin,
giving it a clean, dewy, balanced finish.
Snow White and the Asian Pear
10. Milky Jelly Cleanser
The Milky Jelly Cleanser is a conditioning face wash that provides a super gentle cleansing
experience. It’s a nourishing (and pH-balanced), creamy gel face wash that’s kind to every skin
type under the sun. And formulated with five skin conditioners (like Allantoin and Pro-Vitamin
B5) that leave your skin feeling baby soft (not like you need to rush for moisturizer afterwards.)
Blog Post Analysis:
Rhetorical Appeals
Ethos: I included their brand ambassador and Gen Z idol, Olivia Rodrigo, and her influence on
the brand on the audience Glossier is trying to reach.
Pathos: The sentence where I mention the brand is vegan and cruelty free for your animal lovers.
Logos: I mention how much the brand is worth to add to the validity of the brand.
Kairos: I added the last line in the introduction that speaks to the urgency of the products, which
ones you need to add immediately.
The audience for my blog post is mainly Gen Z, as I believe they are the people who are most
interested in this brand, however, I would say that it could potentially be for anyone inclined to
try Glossier. Most of Gen Z has heard of Glossier, but the purpose of the post is to show those
who haven't tried it and don’t quite know which products are worth it.
Overall Americans are drawn in by more capitalistic ideals, and Glossier definitely benefits from
that. They are very much a ‘trend’ heavy brand and rely on being more cool and aesthetically
pleasing than creating products that have never been made before.
