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Register Now DigitalMarketing Institute Logo Find Your Mobile Number List CoursesResources Keyword search...  LessonsSkills TestToolkitsWebinarseBooksPremiumMoreBack to Articles Oct , Glossier: A Thoroughly Modern Beauty BrandArticlesSocial Media MarketingE-Commerce Written by Will Francis Most companieshave been on a digital transformation journey in recent years, taking theirbrick-and-mortar offering and adapting it to new technologies and consumerbehaviors. But amidst this huge online shift, a new breed of brand has emerged.Beauty brand Glossier was instrumental in leading this pack of disruptors, withits customer-centric approach, use of social media and innovative digitalmarketing tactics. In just a few years, this direct-to-consumer make-upbusiness went from launching four products on a basic ecommerce site in toforecasting $ million in retail sales in and a company valuation of $ billionin However, brought about turbulent times for the brand as brick-and-mortarstores closed.



A year later, a third of corporate staff were laid off after adecline in revenue, there were reports of racism, a toxic workplace, and a lackof product innovation. Most shockingly, in , the founder and CEO of Glossier,Emily Weiss resigned, having built the company from scratch to be one of thetwo percent of companies that received venture capital investment forall-female founding teams. But Glossier’s success continues unabated. With anew CEO at the helm, since , Kyle Leahy is looking to turn the company andbrand image around.