Case 18 — Glossier · Emily Weiss · 2023

The thing that made your brand special is the thing now capping its growth. Do you break your own rule?

Glossier was built on a promise: no retail middleman, no traditional advertising, a direct relationship with a community that started as a blog. That purity is the brand's identity and its investor story — it justified a $1.8B valuation in 2021. But growth has stalled, customer acquisition costs on social platforms have climbed sharply, you have had layoffs, and Glossier Play has been shut down. Sephora is offering shelf space.

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