Alex G

Glossier built one of the most innovative and compelling brands of the 2010s. It was once valued at $1 billion, but never cracked $300m in revenue and only turned a profit in 2023. Brand development means nothing without a sound financial roadmap. Glossier’s growth targets were not realistic, so it started making off-brand moves to fuel growth. And that’s where it all went wrong. #brandstrategy #beautymarketing #glossier