Pop culture right now is like a video at 2x speed. Every day there is a new brand, a new celebrity, a new something and the minute after it's the fall. Social media is just tiring.
Not everyone is pretty and I think that’s okay. We don’t all have to be. I think accepting the reality that not everyone can be VS models is healthier and more realistic than pushing the idea that everyone’s pretty.
@@estelleshing8608 To me that sounds like giving up on yourself. Just try to be the best version you CAN be, without being excessive. Things like hygiene and just generally taking care of yourself are important too, but are easily overlooked.
@@rainb0wpiie we’re in agreement on the same concept just delivered differently 🤍 having balance and moderation in everything is honestly the key to life but that doesn’t generate conversation nor revenue. The more extreme something or someone is, the more attention they get, whether it be looks or ideology. The viral aspect of social media makes us forget there’s millions of people who aren’t subscribed to those extremities and are simply going through life with a healthy amount of self acceptance and self criticism.
I'm 36 and I'm still insecure and feeling ugly. No makeup brand, no clothes, no jewelry, no nothing has ever made me feel NOT ugly.. social media is so bad for our mental health.
That's definitely the biggest problem when it comes to beauty in today's society. No matter what makeup you wear, or how you dress, you'll never be "perfect." It's better to just not get involved with all that drama, and to just be yourself. Yeah, you may not be super confident about yourself, but at least you won't have to exhaust yourself trying to keep up with the ever-changing trends.
As a straight guy that knows nothing about makeup I think all my female friends look better without it. I believe you are pretty too and you’ll see it soon 😊🖤
As a 27 m what i find makes most impact on women. Is being skinny. There are even 45 year women who are hot just because of it. Make it oyur priority. Dont waste time on make up beauty product until you are skinny. ANd then just buy good fitting clothes and you are golden. You dont need to lift weight just do walking everyday and eat in calorie deficit.
@@maros495 Great, and as a guy just go to gym and exercise till you get six pack. Those kind of advices do not help people as not everyone can "achieve " such body. People have different body type. Just give them room to be themselves, jfc
I remember feeling so left out in early high school because I couldn’t afford glossier and couldn’t justify asking my parents for it at the price point. Younger me feels vindicated (in a very petty way) at the fall of the brand.
My friendly reminder as a young adult GenZ, don't follow the trends. It come and end quickly. You do you without getting influence and peer pressured ❤✨💗
I’d love to see a video touching on Bollywood nepotism/Indian beauty standards, I know that’s not something I’ve seen much on this channel but you’d do great on the subject! 💜
I actually like a lot of Glossier's products. My issue with them is that their products have increased in price over the years. Their mascara which was my favorite used to be like $14, which I honestly don't think is that bad for a good quality mascara. Now it's $20 🙁. I also think their brand started to go downhill when they decided to move into Sephora. Their products used to only be sold exclusively on their website. I also used to get free shipping over $30, now I have to spend 40 or 45 to get free shipping on their website. I think that it's great they've expanded to other places that used to not be able to buy Glossier, but we've all had to pay the cost.
I completely agree! It's £32 for mosturizer now (around $40 USD), and while the product is actually good for my skin type, I'm shocked at how expensive it's become especially for a brand that markets itself between the drug store and high end skincare. If I were to buy the 4 item set now, it would be nearly $200 USD, and it would last maybe 2-3 months max.
I loved their mascara, too. I bought it several times in the past. But after buying it recently at its new higher price, I can’t justify it. Especially since I tend to go through a tube of it like 5x faster than other mascaras. Their jelly cleanser was my favorite non-kbeauty cleanser, too, but that price for that small size? No thanks. There’s so many comparable products available now, of ALL their stuff, for way cheaper.
As an MUA, I pretty sure strictly use their oil serum for skin prep. It makes foundation look SO GOOD. Like it works well on all skin types, even oily ones. But yeah it's expensive but at least the bottle is big. Haven't tried anything else from them though.
did no one else think this video was way too full of sound effects? couldn't focus because after 6 minutes all I could hear was iphone noise, discord notif, pop noise, literally several per SECOND
Hi Zoe! Love your content! But as a constant viewer I would like to voice that the audio effects are getting really distracting 🙏🏼🥺💔 I would much rather hear what you are saying over the little sounds.
Turned the video off after a couple minutes because I kept wondering why discord was popping off all of a sudden. It's such an odd, unpractical choice when it comes to sound effects.
I'm from Italy, and I remember when Glossier started to become popular. I wanted to buy the cloud paint so bad but (like many products influencers used) at the time they didn't ship to italy, so I never got to try them. Seeing their downfall now is strange, but I feel a bit releaved that I didn't waste my money on overpriced vaseline lol
I will say their cloud paint is incredible. It’s the only blush I use. I’m very pale so most things look gimmicky on me, but cloud paint has a really natural finish.
ciao :) i prodotti sono molto buoni, ci sono buone promo e ormai i prezzi di chiunque sono al pari di glossier! ti consiglio di provarli comunque, fammi sapere!
Glossier makes fantastic products for certain people. Just like all makeup brands. No one brand will be appropriate for everyone. I prefer their "no makeup makeup" look and the prices are no different than any of the shit you get at Ulta or Sephora. Buy what you like. Support brands you like. Stop listening to randos telling you what to like. Be your own person. It's okay to not be a follower.
I love it! It makes my skin look fantastic. i don't really suffer from acne or skin issues. I can't stand foundations that are too much. I just want something that feels great on my skin and doesn't irritate it. I can't find any skin tint that feels as great and makes my skin feel like skin. I will continue to buy it and I am multiracial too. All these brands are trash and have terrible histories of doing terrible things now. Even clothes, food, hair, fragrance brands- all trash. What are we gonna do? Not eat or wear clothes. Even "sustainable" breaks are lying to us. I'm only here for a good time not a long time.
I hope glossier sticks around. Their brow mascara in shade auburn is the only brow mascara that has a formula I like with a color that matches my hair.
NYX micro eyebrow pen is a game changer! I use Ash brown, also ABHs brow pomade in ash brown is also amazing, pricey yes, but it will last you a year even if you use it everyday.
ex-glossier lover here! i switched when the market came up w/ more innovative products (e.g. ILIA, Kosa). it just didn't make sense to go back to the worse product
08:39 #noticing a similarity between glossier and brandy melville... it's more than the product (the products are nothing out of the ordinary) it's being part of this "exclusive" group of people that have them and are able to use them
I've used glossier throughout the years, basically from right when they launched. They definitely have had their share of hit and flop products, but I don't feel like it completely accurate to say they're in a decline era. Their signature perfume Glossier You has, if anything, only gained popularity throughout the years. The two flanker perfumes they released recently got a lot of buzz as well. To me it seems they're leaning into their fragrance line which is very on trend for the general beauty trends. Makeup is out to an extent, lifestyle products like perfumes are in.
well the thing is rhode is a skincare brand ( I know she has some makeup products) and her products actually work plus it's dermatologist approved. I know she is a celebrity who owns a beauty brand which typically is a money grab for them but surprisingly a lot of people love it because it actually works. And for the phone cases, I think it was just a fun thing that she came up with but I do see where you are coming from.
@ literally a clone of glossier. She straight up stole their marketplace. Maybe that’s why they failed. Trash lip stuff and skin stuff. I’ve heard people have started reporting how horrible her skincare line is (giving them bumpy skin) and her grainy peptide lip gloss. Also her skincare is dermatologist tested NOT approved.
@@muunaismail2850her viral lip balm doesn’t work, my friend got it and it looked nice, but after a month it started to crystallize and it would become rock hard when it’s cold 😭
@@TheTangentialshe’s fr the worst mean girl there is. She not only cut copied glossier but she tried to buy a small clothing company ran by two female entrepreneurs that had already trademarked rhode as their brand name, launched her product after the refused sale, forcing them to sue, and now they’re having to close.
It failed miserably in Australia. She left it way too late to launch here. If Australians can’t get a product they find an alternative I found a lip balm that was $3 and looks like glossier when applied. Same shine same juicy look.
💯they waited too long. I remember hearing last year (I think) they were launching and Mecca and laughing - we've moved on, found alternatives. If you take too long to launch here we won't wait for you.
I’m gonna be burned for this but glossier is my ride or die. I NEVER liked wearing that much makeup in the first place so hearing about a brand that specifically caters to that while having that cute pink minimalist packaging got me hooked for life. Are all of their products perfect? NO! I hate most of the eye makeup and the perfume is horrid! Is glossier as a brand perfect? Chile, what brand is? But I will fight for that stretch concealer, boy brow, tinted moisturizer, balmdotcom and a few items of their skincare. Also that cherry lock, I just got me one & im glad I did its so cute!
Back in 2022 I did an entire assignment on how glossier could improve their brand in university and I'm happy to say that they might be coming back exactly in the way I thought
I LOVE your videos about Sabrina and Chappell with their slow rise and sudden growth due to marketing! Your breakdown was perfect to follow and so insightful. I would love to see a similar video about Doechii, I feel she falls in a similar category with those ladies too.
It's so important for the owners/managers of a company to truly care about and connect with what the brand is supposed to be. If careless moves are made, things go downhill real fast!
Their concealer is the only one that I have found to work well over the eczema patches around my eyes! I pray they don’t discontinue it or go out of business 😭😭
I’m not the biggest makeup person so Glossier was (and is) the only brand I use for my base, wore foundation for the first time 2021. I fully hold my hands up to just going with them because of marketing, sure there are other ‘your skin but better’ makeup brands but they just haven’t hit my radar yet.
I actually really like quite a few glossier products - hoping they will actually climb out of shit and fix things cause it would suck if they collapsed because of things that shouldn’t happen
I like the makeup brand deep dive!! Would love more brand deep dives, it’s nice to learn more about companies we buy from - I’d love to see you do a video about Clinique
I used to be like the girls in the videos: I spent way too much money on the latest, most hyped products and convinced myself that I actually needed the stuff. But then one day, when I stood in front of the mirror and had three products just for my eyebrows, along with all the other stuff in my makeup bag, I just thought: "Why am I doing this to myself?" Since then, I only wear makeup when I really feel like it and I don't chase trends anymore. Everyone looks good without makeup, some even look very good. Take care of yourself and eat healthy, and finally ignore those hyped, oh-so-great new brands that all just want your money.
I did my MA thesis on this type of approach to marketing and branding using Merit Beauty as a case-study, and I feel like, in part, Merit is Glossier 'done right' (more inclusive, bigger focus on products that are safe for acne prone/sensitive skin, hence acknowledging imperfections as something that is normal and should be catered to, wider target audience, ...) Maybe this could be a new vid idea? ;) Thank you so much for this video, Zoe, perfect and clear as always!! xx
I love your videos bc not only they are eye - opening, and super interesting (I also love to get to know drama) but also it's like little marketing lessons but entretaining lol
Glossier makes great makeup for people who dont need coverage. Who have perfect skin not oily and not dry. And for people who would be willing to soend big bucks on makeup that does little to no change for your face. And their cloud paint was just petroleum jelly
I’ve been using Glossier products since the beginning. I think just some people were so caught up in the hype that they didn’t realize some of the products were never good. Boy brow has so little product that I could finish it within a few weeks. But since Kendall Jenner used it in a GRWM, people loved it. I love their skin tint, liquid eye shadows, and fragrance. I’ve just found better blush, highlighter, etc. over the years.
I'd like you to comment and analyze the brand flower knows, a c-beauty brand that sells so many cute makeup products, they're trying to introduce it to worldwide market but i know they gotta fix their inclusivity somewhere the pallettes are too light
Ok but their cloud paint and range of colors are so fun I’ll never stop buying it and it’s my favorite makeup product ! I was an ambassador when glossier was just released I still remember when they only had two face masks boy brow and rose water spray and they were staples. Brands have caught on since then though so I don’t think they will ever be the same as the glory days of branding and social media was limited to Snapchat and Facebook (crazy!)
i loved the sound effects. i personally don't care about glossier, i'm here for my daily lunch asmr and the constant sound effects make me and my stupid monkey brain feel wayyy more at home
(i am writing this before watching so sorry if I am repeating things said in the video) I think glossier was associated with the "clean girl" aesthetic and since that aesthetic has been fading out now, so has the brand. therefore if they want to get back in trend, they need to create campaigns and products that can vary to every type of aesthetic. especially if they can get one of their products to become a "staple item" in everyone's makeup bag. but also, quality products
I love glossier products, the more I look into every company the worse it gets. I don’t think any beauty companies are truly ethical, but glossier products suit me, my lifestyle, and my budget 🤷🏻♀️
Did Glossier have $1B in revenue or was it just a valuation? Emily’s “brilliance” was positioning Glossier as a tech company and not CPG. I remember she spoke at SxSW and was really about building a tech company with beauty at its core. That company spent millions hiring engineers to build a digital platform to drive community before the pivot to retail expansion. It was a lofty goal and an expensive left turn
milk make up ate them up really bad + they looked like they tried predicting the now repeating trend of the "club girl" but didn't really know what that archetype of "girl" really likes
I will never stop buying their mascara, but I just buy 3 when it's on sale and stock up. My eyes are super sensitive and I can't find something that doesn't irritate them.
Glossier hasn't been available in Germany up until recently, so I was never able buy the stuff anyways ^^ Glad I couldn't participate in the hype, because chasing after products only for the sake of having them isn't it ~ Also, their prices went up a lot! I'd rather buy K-Beauty brands since they are more affordable and have better ingredients :P
They are one of the biggest polluters. They pump out these tiny sachets of cream in single use plastic. We gotta start calling out all these brands before they start making us consumers pay for the companies producing all this plastic
still feel like they were just hip clinique (in being a minimalistic skincare makeup brand) and now are just not-hip clinique, something that never bothered actual clinique because they had loyal customers and a stabil brand identity to fall back on every time they were not the hip cool thing (plus reliable product quality). Now they would need to give us a reason to need them, im curious what they'll come up with and very sceptical a comeback will work. Thank you for this loveley breakdown :)
Their eyebrow pen was terrible, like really terrible. and the skin tint was like nonexistent on my skin (I know it’s low coverage but like, it was as if I just put water on my face). The lip products were pretty good, and the concealer was good too. That’s my experience with their products
I tried glossier in the past, and for the $$$ it was pretty underwhelming, and the makeup wouldn't last the day no matter what techniques I used. It couldn't even last a few hours. While my cheap Sheglam foundation which is $10, but I got it for $7 with a discount gave me better results, and lasts around 10-15 hours.
They just opened a glossier store in the northpark mall in dallas and I was so shocked to see it "offline"! Also seemed like it should be in a sephora, not really enough to look at.
Same thing happened to Mathilda Djerf in terms of hostile workplace. In both cases I think they should have better management advisors and business advisors with more experience in the field. I never was able to get my hands on any glossier products 🥺🥺🥺 They don’t sell it where I am from. I think they will have a comeback as fashion and beauty comes and goes .
I stopped wearing makeup after wearing makeup and long hair for years when I say years I will call it about a decade. And then one random day I just stopped and I also stopped all social media and guess what I feel like I’m the prettiest girl in the world having insecurities absolutely but now I’m more adventurous and where I’m going and all I do is moisturize my skin and lips really really well! I also stopped getting acne and I drink water primarily but I drink juice and eat lots of candy! I also eat whatever I want. Once you take yourself out of the matrix your significantly happier force yourself to live in your own world but be conscious of other people respectful
So I hated their cleanser, but the brow flick pens were the ONLY pens in the color taupe or blonde (my brow hairs are like 5 different shade ranges of blonde) that DIDN'T turn green on me in just a few hours or later in the day,. I've tried literally everything. I always got so many compliments, and people would ask me where I got my microblading done all the time. Unfortunately, I felt like they changed something because the pens used to last me, like a month, or a month and a half, to just a couple of weeks at most. Their lip balms were atrocious, I hated their moisturizing "primer," but I honestly really enjoyed the skin tint foundation. My skin hates full coverage, and it honestly was the only foundation that matched my skin tone perfectly and wasn't heavy at all.
There are a lot of products I like from them and I live right next to their Los Angeles location which is gorgeous, but I think collaborating with Sephora was a mistake because there are better brands doing minimal makeup right next to the glossier shelf
I’ve always wanted to try their stuff, but they don’t ship to my country (same with Rhode Beauty),so at some point I just forgot about it.Maybe other people felt the same 🤷♀️
I think the Clean Girl Aesthetic also had a downfall around the same time that people started getting fed up with the Modern Minimalist Aesthetic in homes. I saw a lot of videos online of people feeling that minimalism drains the life, color, personality, and style out a home, and I bet a lot of girls are also feeling like they are tired of doing minimalistic makeup and would rather do their makeup bold, colorful, creative, and more representative of their personal styles. Anyone else notice that those trend shifts in videos on social media?
As much as people say they like clean makeup, the trend now is heavy makeup that looks “fresh and clean”. It’s heavy clean makeup, not barely there makeup
One time at Y Combinator the glossier girl was a guest speaker, a question from the crowd was “how did you know you could make makeup?” And the response was a bunch of girlboss “I believed in myself” type of speak but the person kept rephrasing the question like no how did you formulate/make it on the stove etc lol and when she said it’s done by a lab the audience kind of lost interest
Do you think Glossier will have a comeback?
before this video i never heard of it, is it because of me? am i living under a stone?
i think so. i feel like it's too ingrained in a lot of ppl's conscious. will it be as big as it once was??? probably not.
Thanks I love you girl❤❤❤❤ I think it's better watching your videos Instagram because its helpful than TH-cam for me make sure #Follow her
Nah, players got played
@@meanest-o8bsame 😭
Pop culture right now is like a video at 2x speed. Every day there is a new brand, a new celebrity, a new something and the minute after it's the fall. Social media is just tiring.
There’s so much consumerism it’s just insane. It’s way too easy and accesible to start a business and a brand lol.
i'm tired boss
You don’t watch videos at 2x speed?
For real, I’m completely checking out
I mean Glossier’s sale point has been clear for years
“Everyone is pretty, but some people are prettier than others”
animal farm
But isn’t it true?
Everyone is pretty but what makes you stand out is if you have that extra or sparkle in your eyes that makes you pop ..
Not everyone is pretty and I think that’s okay. We don’t all have to be. I think accepting the reality that not everyone can be VS models is healthier and more realistic than pushing the idea that everyone’s pretty.
@@estelleshing8608while I don’t disagree, being at the top must be so nice to say this 🙃
@@estelleshing8608 To me that sounds like giving up on yourself. Just try to be the best version you CAN be, without being excessive. Things like hygiene and just generally taking care of yourself are important too, but are easily overlooked.
Sure, I bet there's not of ladies with "sparkles in their eyes" in your search history on a website that starts with x
@@rainb0wpiie we’re in agreement on the same concept just delivered differently 🤍 having balance and moderation in everything is honestly the key to life but that doesn’t generate conversation nor revenue. The more extreme something or someone is, the more attention they get, whether it be looks or ideology. The viral aspect of social media makes us forget there’s millions of people who aren’t subscribed to those extremities and are simply going through life with a healthy amount of self acceptance and self criticism.
I'm 36 and I'm still insecure and feeling ugly. No makeup brand, no clothes, no jewelry, no nothing has ever made me feel NOT ugly.. social media is so bad for our mental health.
That's definitely the biggest problem when it comes to beauty in today's society. No matter what makeup you wear, or how you dress, you'll never be "perfect." It's better to just not get involved with all that drama, and to just be yourself. Yeah, you may not be super confident about yourself, but at least you won't have to exhaust yourself trying to keep up with the ever-changing trends.
So don’t use it! Be retro and don’t consume videos fed to you by an algorithm. Take control.
As a straight guy that knows nothing about makeup I think all my female friends look better without it. I believe you are pretty too and you’ll see it soon 😊🖤
As a 27 m what i find makes most impact on women. Is being skinny. There are even 45 year women who are hot just because of it. Make it oyur priority. Dont waste time on make up beauty product until you are skinny. ANd then just buy good fitting clothes and you are golden. You dont need to lift weight just do walking everyday and eat in calorie deficit.
@@maros495 Great, and as a guy just go to gym and exercise till you get six pack. Those kind of advices do not help people as not everyone can "achieve " such body.
People have different body type. Just give them room to be themselves, jfc
I remember feeling so left out in early high school because I couldn’t afford glossier and couldn’t justify asking my parents for it at the price point. Younger me feels vindicated (in a very petty way) at the fall of the brand.
That’s kinda crazy lol
im sorry but you might just be a loser 😧
Wow. I hope you’re OK now. That must have been tough for you.
My friendly reminder as a young adult GenZ, don't follow the trends. It come and end quickly. You do you without getting influence and peer pressured ❤✨💗
I felt this way too
I’d love to see a video touching on Bollywood nepotism/Indian beauty standards, I know that’s not something I’ve seen much on this channel but you’d do great on the subject! 💜
r u so out of touch y wud she do a video on bollywood nepotism where is ur common sense
@@shruti_singh4 she’s just saying a video idea
who put you on the planet? @@shruti_singh4
She makes videos about branding and marketing...
It'll be so much fun to watchhhhh
I actually like a lot of Glossier's products. My issue with them is that their products have increased in price over the years. Their mascara which was my favorite used to be like $14, which I honestly don't think is that bad for a good quality mascara. Now it's $20 🙁. I also think their brand started to go downhill when they decided to move into Sephora. Their products used to only be sold exclusively on their website. I also used to get free shipping over $30, now I have to spend 40 or 45 to get free shipping on their website. I think that it's great they've expanded to other places that used to not be able to buy Glossier, but we've all had to pay the cost.
I completely agree! It's £32 for mosturizer now (around $40 USD), and while the product is actually good for my skin type, I'm shocked at how expensive it's become especially for a brand that markets itself between the drug store and high end skincare. If I were to buy the 4 item set now, it would be nearly $200 USD, and it would last maybe 2-3 months max.
@@atiyaxasame! If you have a more affordable dupe for their priming moisturiser please let me know I’ve been looking for years 😭
I loved their mascara, too. I bought it several times in the past. But after buying it recently at its new higher price, I can’t justify it. Especially since I tend to go through a tube of it like 5x faster than other mascaras. Their jelly cleanser was my favorite non-kbeauty cleanser, too, but that price for that small size? No thanks. There’s so many comparable products available now, of ALL their stuff, for way cheaper.
yep especially since their products are pretty basic.
As an MUA, I pretty sure strictly use their oil serum for skin prep. It makes foundation look SO GOOD. Like it works well on all skin types, even oily ones. But yeah it's expensive but at least the bottle is big. Haven't tried anything else from them though.
did no one else think this video was way too full of sound effects? couldn't focus because after 6 minutes all I could hear was iphone noise, discord notif, pop noise, literally several per SECOND
Yes, felt this way too.
Yes exactly!!
i disagree!
the discord notif sound...
➕➕
Hi Zoe! Love your content! But as a constant viewer I would like to voice that the audio effects are getting really distracting 🙏🏼🥺💔 I would much rather hear what you are saying over the little sounds.
I agree. I can’t stand the massive amount of sound effects. It’s way too distracting.
Samee
yessss, the 10 discord notification sounds per minute made me turn the video off
I’m glad someone talked about this ^_^
Turned the video off after a couple minutes because I kept wondering why discord was popping off all of a sudden. It's such an odd, unpractical choice when it comes to sound effects.
I'm from Italy, and I remember when Glossier started to become popular. I wanted to buy the cloud paint so bad but (like many products influencers used) at the time they didn't ship to italy, so I never got to try them. Seeing their downfall now is strange, but I feel a bit releaved that I didn't waste my money on overpriced vaseline lol
How did you manage to have such a good english?
I will say their cloud paint is incredible. It’s the only blush I use. I’m very pale so most things look gimmicky on me, but cloud paint has a really natural finish.
Same. At their peak they didn't ship to my country either so I never got to try it. Now they are found locally but there's no hype anymore.
ciao :) i prodotti sono molto buoni, ci sono buone promo e ormai i prezzi di chiunque sono al pari di glossier! ti consiglio di provarli comunque, fammi sapere!
Anche io ho aspettato così tanto per provare i prodotti e cominciano a spedire in Italia proprio quando le vendite cominciano a calare … mannaggia !
Glossier makes fantastic products for certain people. Just like all makeup brands. No one brand will be appropriate for everyone. I prefer their "no makeup makeup" look and the prices are no different than any of the shit you get at Ulta or Sephora. Buy what you like. Support brands you like. Stop listening to randos telling you what to like. Be your own person. It's okay to not be a follower.
I agree 100%
I quite like Glossier.
I love it! It makes my skin look fantastic. i don't really suffer from acne or skin issues. I can't stand foundations that are too much. I just want something that feels great on my skin and doesn't irritate it. I can't find any skin tint that feels as great and makes my skin feel like skin. I will continue to buy it and I am multiracial too. All these brands are trash and have terrible histories of doing terrible things now. Even clothes, food, hair, fragrance brands- all trash. What are we gonna do? Not eat or wear clothes. Even "sustainable" breaks are lying to us. I'm only here for a good time not a long time.
I love your deep dives into brands. And marketing. It’s like the sparkly version of the company man.
I hope glossier sticks around. Their brow mascara in shade auburn is the only brow mascara that has a formula I like with a color that matches my hair.
I always used this same product as well. I now use the Sephora brand brow gel in auburn
NYX micro eyebrow pen is a game changer! I use Ash brown, also ABHs brow pomade in ash brown is also amazing, pricey yes, but it will last you a year even if you use it everyday.
ex-glossier lover here! i switched when the market came up w/ more innovative products (e.g. ILIA, Kosa). it just didn't make sense to go back to the worse product
08:39 #noticing a similarity between glossier and brandy melville... it's more than the product (the products are nothing out of the ordinary) it's being part of this "exclusive" group of people that have them and are able to use them
Girl you read my mind! Brandy Melville of makeup. “Everyone is pretty, but skinny white girls are prettier. “
I've used glossier throughout the years, basically from right when they launched. They definitely have had their share of hit and flop products, but I don't feel like it completely accurate to say they're in a decline era. Their signature perfume Glossier You has, if anything, only gained popularity throughout the years. The two flanker perfumes they released recently got a lot of buzz as well. To me it seems they're leaning into their fragrance line which is very on trend for the general beauty trends. Makeup is out to an extent, lifestyle products like perfumes are in.
Rhode beauty (Hailey Biebers brand) is basically the same thing. Copy paste but add some ugly phone cases
well the thing is rhode is a skincare brand ( I know she has some makeup products) and her products actually work plus it's dermatologist approved. I know she is a celebrity who owns a beauty brand which typically is a money grab for them but surprisingly a lot of people love it because it actually works. And for the phone cases, I think it was just a fun thing that she came up with but I do see where you are coming from.
@ literally a clone of glossier. She straight up stole their marketplace. Maybe that’s why they failed. Trash lip stuff and skin stuff. I’ve heard people have started reporting how horrible her skincare line is (giving them bumpy skin) and her grainy peptide lip gloss. Also her skincare is dermatologist tested NOT approved.
@@muunaismail2850 also rhode beauty is dermatologist tested not approved. Meaning it’s safe to use but not great with everyone’s skin
@@muunaismail2850her viral lip balm doesn’t work, my friend got it and it looked nice, but after a month it started to crystallize and it would become rock hard when it’s cold 😭
@@TheTangentialshe’s fr the worst mean girl there is. She not only cut copied glossier but she tried to buy a small clothing company ran by two female entrepreneurs that had already trademarked rhode as their brand name, launched her product after the refused sale, forcing them to sue, and now they’re having to close.
It failed miserably in Australia. She left it way too late to launch here. If Australians can’t get a product they find an alternative I found a lip balm that was $3 and looks like glossier when applied. Same shine same juicy look.
💯they waited too long. I remember hearing last year (I think) they were launching and Mecca and laughing - we've moved on, found alternatives. If you take too long to launch here we won't wait for you.
@ exactly. We don’t get FOMO we’re used to it. Fyi the lip gloss is from Kmart. I absolutely love it
@@Peajay007 I'll have to go try it!
@ you’ll love it
I have never heard of Glossier before this video but I watched anyways, amazing as always
Me too 😅
Girl thank god you didn’t xd crumbs of mental health I will never get back xd
Perhaps I'm just behind on the trends, but I like Glossier. Tinted moisturizer was a godsend to me because I hate coverup.
I just don't wear any coverage 😂 I've learned to accept and love my skin much more because it always looks the same.
I’m gonna be burned for this but glossier is my ride or die. I NEVER liked wearing that much makeup in the first place so hearing about a brand that specifically caters to that while having that cute pink minimalist packaging got me hooked for life. Are all of their products perfect? NO! I hate most of the eye makeup and the perfume is horrid! Is glossier as a brand perfect? Chile, what brand is? But I will fight for that stretch concealer, boy brow, tinted moisturizer, balmdotcom and a few items of their skincare. Also that cherry lock, I just got me one & im glad I did its so cute!
I still adore it. Perfect for my no makeup makeup needs. I’ve tried ILIA and Kosas but they don’t have as natural a finish so I’ll remain loyal.
The brand is racist … are you okay? How could you support that with your capital 😷
"you need perfect skin, feathered brows, and a marble bathroom filled with natural light" yes zoe where is my bathroom
Thats why im focusing on natural beauty not makeup, im in it for the long run.
//🕙Timestamps:
0:00 Intro
3:10 Birth of gloss
4:29 Success Factor 1
6:49 Success Factor 2
8:50 Success Factor 3
10:44 Success Factor 4
12: 31 Branding Misstep 1
14:14 Branding Misstep 2
16:20 Branding Misstep 3
18:18 Branding Misstep 4
Marketing SOS
Tnxx!❤❤
Back in 2022 I did an entire assignment on how glossier could improve their brand in university and I'm happy to say that they might be coming back exactly in the way I thought
I literally watch these videos for your voice, literally so soothing
I love your opinions and wow you make videos .branding is like a thing that even if we have all, a bad branding can ruin everithing.
I LOVE your videos about Sabrina and Chappell with their slow rise and sudden growth due to marketing! Your breakdown was perfect to follow and so insightful. I would love to see a similar video about Doechii, I feel she falls in a similar category with those ladies too.
their rise was an absolute insane moment -- powerful, full of potential, and glowing like a bright star
now that star has fallen
It's so important for the owners/managers of a company to truly care about and connect with what the brand is supposed to be. If careless moves are made, things go downhill real fast!
I love your deep dives -- you just say all the important things in the best format and I love it
Their concealer is the only one that I have found to work well over the eczema patches around my eyes! I pray they don’t discontinue it or go out of business 😭😭
4:45
These PINGS sound just like discord pings. I had everything muted and still was hearing it lol. I thought I was going crazy till I realized.
I’m not the biggest makeup person so Glossier was (and is) the only brand I use for my base, wore foundation for the first time 2021. I fully hold my hands up to just going with them because of marketing, sure there are other ‘your skin but better’ makeup brands but they just haven’t hit my radar yet.
LITERALLY LOVE YOUR VIDEOS! YOU HAVE CHANGED MY PERSPECTIVE AND VIEW OF SO MANY THINGS!!! LOVE YOU SOOOO MUCH QUEEN!!💕💕
Aww much luv💕
YAY a new video! Been rewatching the Blake lively due to the recent drama
I actually really like quite a few glossier products - hoping they will actually climb out of shit and fix things cause it would suck if they collapsed because of things that shouldn’t happen
I like the makeup brand deep dive!! Would love more brand deep dives, it’s nice to learn more about companies we buy from - I’d love to see you do a video about Clinique
THE QUEEN HAS POSTEDDD!!!!!!!!
💜💜
I’m tired of strategies that make you want it but don’t want to sell it. Foff. Make it available or stop marketing
Omg yeees, keep doing beauty brands analysis. I need to know more about the branding of those brands ❤
People are proud of things that are purely genetic 👏🏽
Mostly cosmetic surgery** would be more accurate nowadays lol
@XOXO-eo5vu Exactly. 😂
I used to be like the girls in the videos: I spent way too much money on the latest, most hyped products and convinced myself that I actually needed the stuff. But then one day, when I stood in front of the mirror and had three products just for my eyebrows, along with all the other stuff in my makeup bag, I just thought: "Why am I doing this to myself?" Since then, I only wear makeup when I really feel like it and I don't chase trends anymore. Everyone looks good without makeup, some even look very good. Take care of yourself and eat healthy, and finally ignore those hyped, oh-so-great new brands that all just want your money.
Queen is back with another video ❤❤
I feel like Glossier is just known for their perfume at this point which still has a cult following. So I think there’s a chance for comeback
I don't care what others try to sell me. For me, beauty is within. Period. My body is art, hence it's irreplacebale. Hence is beautiful.
I did my MA thesis on this type of approach to marketing and branding using Merit Beauty as a case-study, and I feel like, in part, Merit is Glossier 'done right' (more inclusive, bigger focus on products that are safe for acne prone/sensitive skin, hence acknowledging imperfections as something that is normal and should be catered to, wider target audience, ...) Maybe this could be a new vid idea? ;) Thank you so much for this video, Zoe, perfect and clear as always!! xx
I love your videos bc not only they are eye - opening, and super interesting (I also love to get to know drama) but also it's like little marketing lessons but entretaining lol
Glossier makes great makeup for people who dont need coverage. Who have perfect skin not oily and not dry. And for people who would be willing to soend big bucks on makeup that does little to no change for your face. And their cloud paint was just petroleum jelly
I’ve been using Glossier products since the beginning. I think just some people were so caught up in the hype that they didn’t realize some of the products were never good. Boy brow has so little product that I could finish it within a few weeks. But since Kendall Jenner used it in a GRWM, people loved it.
I love their skin tint, liquid eye shadows, and fragrance. I’ve just found better blush, highlighter, etc. over the years.
I'd like you to comment and analyze the brand flower knows, a c-beauty brand that sells so many cute makeup products, they're trying to introduce it to worldwide market but i know they gotta fix their inclusivity somewhere the pallettes are too light
Ok but their cloud paint and range of colors are so fun I’ll never stop buying it and it’s my favorite makeup product ! I was an ambassador when glossier was just released I still remember when they only had two face masks boy brow and rose water spray and they were staples. Brands have caught on since then though so I don’t think they will ever be the same as the glory days of branding and social media was limited to Snapchat and Facebook (crazy!)
The playground for the next generation, you hit the nail on the head with that one.
wow, this is amzing, thank you soo much!!!🤩🤩🤗🤗
I like how you made a video covering a business
i loved the sound effects. i personally don't care about glossier, i'm here for my daily lunch asmr and the constant sound effects make me and my stupid monkey brain feel wayyy more at home
I ran to this video bc my favorite concealor is stretch concealor
I must be old because I’ve never heard of Glossier… but maybe that’s a good thing
Same, same!!
I often think the same but then I realise I’m just not American 💀
@ true, me either (Australian)
I've been seeing it for years but never give it a thought
(i am writing this before watching so sorry if I am repeating things said in the video)
I think glossier was associated with the "clean girl" aesthetic and since that aesthetic has been fading out now, so has the brand. therefore if they want to get back in trend, they need to create campaigns and products that can vary to every type of aesthetic. especially if they can get one of their products to become a "staple item" in everyone's makeup bag. but also, quality products
I love glossier products, the more I look into every company the worse it gets. I don’t think any beauty companies are truly ethical, but glossier products suit me, my lifestyle, and my budget 🤷🏻♀️
More episodes like this please!
Hi Zoe love your marketing videos ! Theyre so fresh and interesting tysm!!
Did Glossier have $1B in revenue or was it just a valuation? Emily’s
“brilliance” was positioning Glossier as a tech company and not CPG. I remember she spoke at SxSW and was really about building a tech company with beauty at its core. That company spent millions hiring engineers to build a digital platform to drive community before the pivot to retail expansion. It was a lofty goal and an expensive left turn
8:50 that has the same energy as MLM’s and their “ranks”. Cultish, creepy, and socially predatory.
milk make up ate them up really bad + they looked like they tried predicting the now repeating trend of the "club girl" but didn't really know what that archetype of "girl" really likes
I neeeeeed ur analysis on why the black-ink girlies or at least Jennie or Lisa are so popular and influential!!!
I will never stop buying their mascara, but I just buy 3 when it's on sale and stock up. My eyes are super sensitive and I can't find something that doesn't irritate them.
Glossier hasn't been available in Germany up until recently, so I was never able buy the stuff anyways ^^
Glad I couldn't participate in the hype, because chasing after products only for the sake of having them isn't it ~
Also, their prices went up a lot! I'd rather buy K-Beauty brands since they are more affordable and have better ingredients :P
I actually like their cloud paint blush, I’ve been using the same tube for 3+ years 😅 no issues so far but ofc I don’t recommend it
Can you a video on Dove? I only see them advertise about "real beauty" but I think they do more harm than good
They are one of the biggest polluters. They pump out these tiny sachets of cream in single use plastic. We gotta start calling out all these brands before they start making us consumers pay for the companies producing all this plastic
the stretch balm is the best concealer ever so I will always buy from them
still feel like they were just hip clinique (in being a minimalistic skincare makeup brand) and now are just not-hip clinique, something that never bothered actual clinique because they had loyal customers and a stabil brand identity to fall back on every time they were not the hip cool thing (plus reliable product quality). Now they would need to give us a reason to need them, im curious what they'll come up with and very sceptical a comeback will work.
Thank you for this loveley breakdown :)
I literally love you're vids, like you're one of my fave youtubers
Oh I’ve been waiting for this one for yeeeears
Zoe I love your channel so much keep it up! ❤
tbh ive never heard of that brand in my life, and im online for a decent time everyday. i think this is another chronically online problem
Their eyebrow pen was terrible, like really terrible. and the skin tint was like nonexistent on my skin (I know it’s low coverage but like, it was as if I just put water on my face). The lip products were pretty good, and the concealer was good too. That’s my experience with their products
It would be cool if you talk about sporty and rich brand bc they have aesthetic overpriced and not good quality products but still have a customers
Zoe is so damn cool.
I tried glossier in the past, and for the $$$ it was pretty underwhelming, and the makeup wouldn't last the day no matter what techniques I used. It couldn't even last a few hours. While my cheap Sheglam foundation which is $10, but I got it for $7 with a discount gave me better results, and lasts around 10-15 hours.
Omg i am so early 😭 I love your videos girl you have helped me heal so much too ❤ literally like an angel 😇💗
This makes me happy to be poor and ignorant to the ever changing beauty standards with their ever changing beauty products!
Make a video on the downfall of Camila Cabello
They just opened a glossier store in the northpark mall in dallas and I was so shocked to see it "offline"! Also seemed like it should be in a sephora, not really enough to look at.
Same thing happened to Mathilda Djerf in terms of hostile workplace.
In both cases I think they should have better management advisors and business advisors with more experience in the field.
I never was able to get my hands on any glossier products 🥺🥺🥺 They don’t sell it where I am from.
I think they will have a comeback as fashion and beauty comes and goes .
this explains why i see them in Sephora (i think Target too) this past month or so.
Definitely not in Target
I knew Emily Weiss, we went to a small high school together in CT. I had no idea she was the founder of Glossier until maybe a month ago.
Like how you talk with them glasses
I stopped wearing makeup after wearing makeup and long hair for years when I say years I will call it about a decade. And then one random day I just stopped and I also stopped all social media and guess what I feel like I’m the prettiest girl in the world having insecurities absolutely but now I’m more adventurous and where I’m going and all I do is moisturize my skin and lips really really well! I also stopped getting acne and I drink water primarily but I drink juice and eat lots of candy! I also eat whatever I want. Once you take yourself out of the matrix your significantly happier force yourself to live in your own world but be conscious of other people respectful
Yeahhhh an amazing video to watch ❤
I loved glossier in like 2016-2020😢
I had never heard of glossier and I have used skincare daily all my life. Maybe it is because I am a man and I don’t use any apps?
So I hated their cleanser, but the brow flick pens were the ONLY pens in the color taupe or blonde (my brow hairs are like 5 different shade ranges of blonde) that DIDN'T turn green on me in just a few hours or later in the day,. I've tried literally everything. I always got so many compliments, and people would ask me where I got my microblading done all the time. Unfortunately, I felt like they changed something because the pens used to last me, like a month, or a month and a half, to just a couple of weeks at most.
Their lip balms were atrocious, I hated their moisturizing "primer," but I honestly really enjoyed the skin tint foundation. My skin hates full coverage, and it honestly was the only foundation that matched my skin tone perfectly and wasn't heavy at all.
There are a lot of products I like from them and I live right next to their Los Angeles location which is gorgeous, but I think collaborating with Sephora was a mistake because there are better brands doing minimal makeup right next to the glossier shelf
I’ve always wanted to try their stuff, but they don’t ship to my country (same with Rhode Beauty),so at some point I just forgot about it.Maybe other people felt the same 🤷♀️
I think the Clean Girl Aesthetic also had a downfall around the same time that people started getting fed up with the Modern Minimalist Aesthetic in homes. I saw a lot of videos online of people feeling that minimalism drains the life, color, personality, and style out a home, and I bet a lot of girls are also feeling like they are tired of doing minimalistic makeup and would rather do their makeup bold, colorful, creative, and more representative of their personal styles. Anyone else notice that those trend shifts in videos on social media?
Love your content! Can you also go into what you would do if you were their marketing team?
As much as people say they like clean makeup, the trend now is heavy makeup that looks “fresh and clean”. It’s heavy clean makeup, not barely there makeup
Looks like a good video! Haven’t watched in a while!!
Welcome backk
One time at Y Combinator the glossier girl was a guest speaker, a question from the crowd was “how did you know you could make makeup?” And the response was a bunch of girlboss “I believed in myself” type of speak but the person kept rephrasing the question like no how did you formulate/make it on the stove etc lol and when she said it’s done by a lab the audience kind of lost interest