Why is everyone so obsessed with Glossier?

Glossier has taken over Instagram feeds since its US launch on 6th October 2014.

Four products were released first: Priming Moisturiser, Soothing Face Mist, Balm Dot Com, and Skin Tint. The brand now has over 28 products.

It is worth mentioning that the brow grooming pomade is the brand’s number one best-seller. But Glossier’s first fragrance ‘You’ was also a big hit, winning ‘Fragrance of the Year 2018’ as awarded by The Fragrance Foundation.

So why is everybody so obsessed with this brand?

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Instagrammable packaging, cool marketing and efficiency of products aside, brand is succeeding because it’s stayed true to its original purpose. The brand was born as a reaction to consumer demand, and they have stayed true to their roots, listening to concerns and requests and responding to them.

“Everyone can be a Glossier girl. It’s about a certain spirit and independence and freedom and being a little silly” – Weiss told Fashionista.

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