Latest / Marketing Made Simple with Fexingo: Branding, SEO, and Digital Strategy for Beginners / How Glossier Built a Community Before a Product
Transcript
- Lucas: If you have ever bought a skincare product because someone on Instagram said it changed their life, you have experienced the Glossier effect. And what's wild is that Glossier didn't start with a product at all. Luna: Right. They started with a blog. Into the Gloss. Lucas: Exactly. Founder Emily Weiss launched Into the Gloss back in 2010. It was a beauty blog where she interviewed women — celebrities, editors, random cool people — about their bathroom cabinets and morning routines. It was intimate, honest, and it built a loyal audience. Luna: So the product came later. That's rare. Most brands build a product, then try to find an audience. Lucas: Totally. Glossier launched in 2014, four years after the blog. By then, Into the Gloss had hundreds of thousands of monthly readers. Weiss knew exactly what her audience wanted because they told her. In comments, in emails, in survey responses. Luna: That is the dream data set for a marketer. First-party insights before you even have a product. Lucas: And Glossier used it incredibly well. Their first product was a moisturizer called Priming Moisturizer Rich. The formula was literally based on reader feedback. They said 'we want a cream that sinks in fast but still feels hydrating' — and they delivered. Luna: So the community was involved in the creation. That builds serious loyalty. Lucas: It does. And that community became their marketing engine. Glossier famously spent very little on traditional advertising. Instead, they relied on user-generated content. Their Instagram feed was — and still is — mostly photos of real customers using the products. Not models. Not polished studio shots. Luna: It gives the brand a very approachable feel. Like 'this could be me.' Lucas: And it's effective. By 2019, Glossier had 2.5 million Instagram followers and a valuation of over 1.2 billion dollars. That's just five years after launching their first product. Luna: What about the numbers now? I know they had some challenges during the pandemic. Lucas: Yeah, 2020 was rough. They had to close all their retail stores, lay off staff. But they pivoted to digital events and strengthened their online community. As of 2025, their valuation was around 1.8 billion. Not quite the 2021 peak of 1.9, but still impressive. Luna: So the community-first approach helped them weather the storm. Lucas: I think so. Their customers felt invested. They weren't just buying a product; they were part of a movement. Glossier's tagline is 'skin first, makeup second' — it's about celebrating real skin, not covering it up. That message resonates strongly with their audience. Luna: Let's talk about the risks, though. Relying so heavily on community — what happens if the community turns on you? Lucas: That's the million-dollar question. Glossier faced criticism in 2020 over lack of diversity in their shade ranges and some internal culture issues. Their community was vocal about it. You can't control a community the way you control a billboard. Luna: But they did respond. They expanded shade ranges, hired a VP of diversity and inclusion. Lucas: They did. And I'd argue that's actually the strength of the model. When you build a brand on listening, you have to keep listening — even when what you hear is uncomfortable. Brands that ignore their community lose trust fast. Luna: So what can smaller brands or startups learn from Glossier's playbook? Lucas: Start with the audience, not the product. If you can build a community around a shared interest or problem before you have a solution, you'll have a built-in test market and launch pad. It's slower upfront, but the loyalty is much deeper. Luna: And you don't need a blog. You could use a podcast, a YouTube channel, a newsletter. The medium is less important than the community. Lucas: Exactly. And the content should be genuinely useful or entertaining — not just a lead magnet. The reason Into the Gloss worked is that people genuinely wanted to read about beauty routines. It wasn't a disguised sales pitch. Luna: Another thing: use your community's language. Glossier's product names are very conversational — 'Boy Brow', 'Cloud Paint', 'Wowder'. That comes from knowing how real people talk. Lucas: Right. And they also empowered their community to create content. The #glossier hashtag has over a million posts. Every one of those is free marketing and social proof. Luna: I think a lot of brands are afraid to hand over control of their image. But Glossier shows that the payoff can be huge. Lucas: It's a trade-off. You lose a bit of polish, but you gain authenticity. And in 2026, authenticity is a premium. Consumers are tired of overly produced ads. Luna: Speaking of authenticity — it's funny, because the way you described Glossier's community-first approach is actually very similar to how this podcast works. We don't do ads, we rely on listener support, and we try to respond to questions from our audience. Lucas: That's a great point. And it's something we don't talk about often, but a handful of listeners do chip in monthly through buy me a coffee dot com slash fexingo. That literally helps keep these episodes ad-free and independent. Luna: Yeah, it's a small group but it makes a big difference. We really appreciate it. Lucas: So back to Glossier — another lesson is that your community can also be your R&D department. Glossier's product development is heavily influenced by customer feedback. They even have a Slack channel for their top fans to give input. Luna: That level of involvement is incredible. It's like having a focus group running 24/7. Lucas: And it reduces the risk of launching a dud. You're not guessing what people want; you know. Luna: But let's be realistic — not every brand can replicate Glossier's success. They had a charismatic founder, a perfect timing with the rise of Instagram, and a product category that lends itself to social sharing. Lucas: True. But the principles are transferable. Find a passionate niche. Give them a place to connect. Listen before you launch. And then keep listening. That works whether you sell skincare or software. Luna: I think the biggest takeaway for me is that community isn't just a marketing channel. It's a strategic asset. Lucas: Exactly. And if you build it right, it can carry your brand through rough patches. Glossier is proof.