Glossier is a beauty company that has grown a cult following through their minimalist and authentic approach toward make-up. 

Glossier keeps their email designs consistent with their website: clean and product-first. They directly outline their product value propositions and are typically well-paired with textural imagery. Knowing that their cult following’s dedication to the Glossier lifestyle, the brand provides step-by-step routines consisting of their products that are easy to pick up and follow.

In emails highlighting their various collections, Glossier utilizes clean macro photography of color swatches that stand out against their white background, linked with snappy color names and simply copy breaking down the color profile.

Glossier knows how loyal their fans are and consistently includes them across all mediums. They spotlight community members to detail their favorite Glossier products and color shades, and regularly make use of real customer reviews in their emails. 

Their tagline, “You Look Good,” is featured on every community-focused email campaign and pushes their brand’s vision for natural, unfiltered, and uncomplicated beauty.