glossier obsession
leads to higher purchasing
By reviving the spirit of Into The Gloss, Glossier transformed community participation into one of the most engaged beauty ecosystems on the platform.
Community members, one of TYB's top brands
Content completions via Challenges
Higher purchase frequency vs non members
Glossier was built on community long before the brand existed - starting with Into The Gloss, where Emily Weiss published authentic product reviews that sparked a devoted following. Over time, Glossier grew, but the brand wanted to return to its roots: activating community, listening deeply, and creating products inspired by what fans actually care about.
They needed a modern way to recreate the spirit of those early blog days. They searched for a tool to support real conversations, real insights, and real fan participation - while expanding community activation across every channel.
TYB gave Glossier a way to bring that origin story back to life.
Glossier partnered with TYB to create a 360° community engine designed to nurture fan engagement throughout the entire product lifecycle. They cultivated pre-launch momentum through strategic giveaways and early-access opportunities, then transitioned into education-driven challenges that encouraged users to share their experiences in real-time. To solidify these relationships, Glossier hosted exclusive hybrid events—both digital and IRL—to foster a deeper sense of belonging among their most loyal advocates
To ensure their Cloud Paint Plush Blush launch was a success across all channels, Glossier integrated TYB challenges directly into their social and retail strategy. Beyond digital buzz, they used the platform to scale reviews for Sephora and power omni-channel rewards. This included an in-store POS engagement with community exclusive collectible stickers that gamified the shopping experience. This holistic '360' execution solidified the launch as one of the brand's most successful of the year.
The program has driven meaningful ROI, with community members purchasing 3x more frequently than non-members.
Within their first year, Glossier built a thriving, fast-growing TYB community of more than 200,000 members. The community has continued to grow 5% month over month and has generated more than 1.1 million content completions across Challenges.
Balm Dotcom emerged as the highest-selling product on TYB and reached the #2 spot among all trending products.
Today, Glossier has one of the largest and most engaged communities on TYB, successfully reconnecting the brand to its community-led beginnings.
