Should Glossier GIVE UP Already?!

Instagram - james_s_welsh Unboxing Channel - @JaymesPlays1 Glossier’s comeback plan...might actually save the brand Once the ultimate millennial beauty brand, Glossier built an empire on effortless skincare, “your skin but better” makeup, and that instantly recognisable pink aesthetic. Products like Boy Brow, Cloud Paint, Balm Dotcom, and Milky Jelly Cleanser became beauty staples, while the brand itself felt more like a lifestyle than a makeup company. But somewhere along the way, things changed. After explosive growth, retail expansion, constant launches, and a push to become a “real” beauty giant, many longtime customers felt like Glossier lost what made it special in the first place. The brand that once felt curated and personal suddenly felt scattered, trend-chasing, and overextended. Now the company is making some of the biggest changes in its history. New CEO Colin Walsh is shutting down stores, cutting launches, restructuring the business, and trying to bring Glossier back to its original identity. The question is whether the brand can actually reconnect with the audience that made it so successful in the first place. In this video, I talk about Glossier’s rise from beauty startup to billion-dollar brand, how the company lost its identity, the retail expansion that changed everything, the Balm Dotcom backlash, and why brands like Rhode, Merit, and Summer Fridays started attracting Glossier’s original audience instead. I also break down Glossier’s new strategy,