Glossier, known for its minimalist skincare and beauty products, uses their Instagram and Tiktok to stay connected with their dedicated consumers.

Glossier consistently leverages user-generated content (UGC) from their passionate community of followers. They regularly repost product reviews, makeup looks, and skincare routines created by real consumers with diverse skin types and styles. This has allowed Glossier to foster a strong sense of relatability, making their products more appealing and accessible to a wide range of consumers.

Their Instagram feed is filled with vibrant macro photography of their products and color swatches. Since they’re known for their minimalist approach to make-up, Glossier’s textural and up-close visuals lets followers clearly see the details and textures of what they would be wearing on their skin.

Glossier uses Instagram highlights to organize product spotlights and to interact with their fans. When highlighting their popular Balm Dotcom collection, Glossier applied “personalities” to each flavor so their consumers can understand which would be the most relatable to them and how it would fit within their lifestyle.

Glossier also regularly hosts FAQ sessions, particularly when the brand launches new products, to provide transparency about ingredients, skin effects, and usage.