Once the direct-to-to-consumer (DTC) digital darling of the beauty industry, Glossier has lost a lot of its shine since its heyday in the 2010s.
The millennial-pink beauty brand is now doing its best to try and recapture that magic, however that does not come without some painful moves as the brand hits the reset button.
Newly installed CEO Colin Walsh revealed plans last week to shutter nine of its 12 Glossier stores over the next few years as part of this strategic overhaul.
“Glossier’s recent moves signal a shift from ‘cultural darling’ to a more operationally-focused business,” says Amy Kapolnek, Growth Strategist at consultancy the fwrd group.
“The CEO transition, layoffs and retail closures show a company that is prioritising efficiency and profitability over growth-at-all-costs.”
A former CEO of Procter & Gamble’s (P&G) Specialty Beauty division, Walsh was brought in last year to replace Kyle Leahy, who stepped down three years after taking the leadership reins from Glossier founder Emily Weiss.
Glossier’s original millennial consumer has gotten older and has evolved
The brand will also cut back its product line-up to focus on hero products and fragrances, under Walsh’s plans.
Glossier has arguably become more known for fragrances among younger generations, since the launch of Glossier You in 2017.
The much-needed success of the scent spawned more iterations in the franchise, including Glossier You Rêve and You Doux in September 2024, as well as You Fleur in March 2025.
The collection recently expanded again with the addition of Glossier You Soie.
“The increased focus on fragrance is smart – fragrance is higher margin, more repeatable and currently seeing outsized growth across beauty – but it also highlights a gap in innovation within core colour and skin care,” says Kapolnek.
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.