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Can Glossier Keep Growing? Why It Needs More Than Just Fragrance

  • Writer: Qui Joacin
    Qui Joacin
  • Mar 22
  • 2 min read

Glossier Needs More Than Just ‘You’ to Keep Growing

If you’ve been anywhere near the beauty world in the last decade, you know Glossier. It started as the ultimate cool-girl brand, built on minimalist skincare and makeup that let your natural beauty shine. But lately, according to BOF, Glossier has been making waves in a different category—fragrance.

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Their signature scent, Glossier You, became a cult favorite back in 2017, and since then, they’ve expanded into an entire fragrance family. This month, they’re adding Fleur, a fresh new addition to the lineup. But here’s the thing: while Glossier’s perfumes are a hit, the brand knows it can’t rely on fragrance alone to fuel long-term success.


Why Fragrance Can’t Be the Only Focus

Perfume is a huge market, and Glossier’s approach—personal, skin-enhancing scents that feel uniquely ‘you’—has clearly resonated. But fragrance alone isn’t enough to keep the brand growing. To stay competitive, Glossier needs to invest in multiple categories, from skincare to makeup, and find ways to keep evolving without losing its original appeal.


What’s Next for Glossier?

So, how can Glossier ensure its long-term success? Here are a few key moves they need to make:

  1. Expand Beyond Fragrance – Perfume is great, but Glossier needs to strengthen its other categories. More innovative skincare and makeup launches will help bring in new customers and keep existing ones engaged.

  2. Win Back Their Original Fans – Glossier built a loyal community in its early days, but some longtime fans feel the brand has lost a bit of its magic. A return to the customer-driven, effortlessly cool products that made Glossier famous could reignite excitement.

  3. Boost Retail Presence – While Glossier started as a direct-to-consumer brand, they’ve been expanding into physical retail. More stores and a stronger in-person shopping experience could help solidify their place in the beauty world.

  4. Stay True to the Brand Identity – With so many new beauty brands emerging, Glossier has to make sure it doesn’t blend in. Keeping its signature minimalist, playful aesthetic while still innovating will be key.


The Bottom Line

Glossier’s fragrances are proof that the brand can create products people love. But if they want to keep growing, they’ll need to go beyond just smelling good. By expanding their product range, reconnecting with their community, and refining their strategy, Glossier can continue to be a beauty powerhouse for years to come.

So, what do you think? Can Glossier keep its cool factor while evolving, or will it struggle to stay relevant? Let’s talk in the comments!


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