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, the brand’s growing focus on fragrance and Glossier You, why Sephora and Space NK may now be more important than Glossier’s own stores, and whether this could genuinely become one of the biggest beauty brand comeback stories in recent years. Is this the reset Glossier desperately needed, or has the beauty industry already moved on? #Glossier #BeautyNews #BeautyIndustry #Skincare #Makeup #GlossierYou #RhodeSkin #MeritBeauty #BeautyCommentary #BeautyDrama #Sephora #SpaceNK #LuxuryBeauty #EmilyWeiss #PerfumeTok #BeautyBrands #CloudPaint #BoyBrow #BalmDotcom #BeautyTikTok #BeautyYouTube #MillennialBeauty #GenZBeauty #FragranceTok #BeautyBusiness Glossier, Glossier comeback, Glossier rebrand, Glossier controversy, Glossier stores closing, Glossier CEO Colin Walsh, Emily Weiss, Glossier You perfume, Glossier You review, Balm Dotcom controversy, Glossier drama, beauty industry news, beauty brand analysis, beauty commentary, skincare commentary, makeup industry drama, Rhode vs Glossier, Merit Beauty, Summer Fridays, Sephora beauty brands, Space NK, millennial beauty brands, Gen Z beauty trends, beauty business, luxury beauty, skincare trends 2026, fragrance trends, beauty marketing, viral beauty brands, Cloud Paint, Boy Brow, clean girl aesthetic, no makeup makeup, beauty YouTube, skincare YouTube, beauty TikTok, beauty industry deep dive, direct to consumer beauty brands, why Glossier failed, Glossier comeback plan, fragrance boom, beauty retail strategy, makeup trends, skincare culture, beauty brand history