Why Glossier’s Advertising Strategy Is Perfectly Tailored for Gen Z in 2025

Glossier is the original "clean girl" brand, and it's been around for over ten years. It knows exactly how to grab the attention of beauty lovers, especially Gen Z. With a “skin first, makeup second” motto, Glossier has created an ad strategy that doesn't just sell products, it sells a whole vibe.

In 2025, Glossier’s advertising strategy is perfectly tailored for Gen Z, coming down to five key things: a strong brand voice, value-driven storytelling, a focus on community, powerful partnerships, and fun twists on traditional ads.

A Strong and Consistent Brand Voice

Glossier started from a blog called Into The Gloss, created by its founder, Emily Weiss. The blog was all about honest conversations with real people about beauty. It didn’t feel fake or overly perfect, which made it easy to trust.

From day one, Glossier made it clear that beauty should be fun, expressive, and real. Since launching in 2014, they’ve stayed true to that message. Even their campaigns are always clean, pink-toned, and easy on the eyes.

A great example is their 2016 #GetReadyWithMe YouTube series. It showed real people like teachers, editors, and even Glossier employees sharing their morning routines. Then, in 2021, they launched a Lash Slick Mascara campaign using reviews from actual Glossier customers.

This made the ad feel more honest and personal. This consistent voice is a big reason why Glossier’s advertising strategy is perfectly tailored for Gen Z in 2025.

Storytelling That Speaks to Gen Z

Gen Z loves stories. They want to feel something and connect with the brands they follow. Glossier does this well by showing what life feels like with their products.

Their Instagram feed is filled with soft, dreamy images that show everyday people using their products. You’ll see people of different races, skin tones, and styles showing that Glossier is for everyone. This kind of inclusive storytelling shows why Glossier's brand feels so welcoming. 

This strongly explains how Glossier’s advertising strategy is perfectly tailored for Gen Z. Whether it's a close-up of dewy skin or a snapshot of a calm morning routine, Glossier's visuals tell a story Gen Z relates to. 

Putting Community First 

Glossier listens to its customers. One major example is the launch of their Milky Jelly Cleanser. Instead of guessing what people wanted, Glossier asked their community to describe their dream face wash. Then, they made it.

This shows that Glossier doesn’t just sell to people — they work with them. Gen Z loves brands that are open to feedback and involve them in the process.

Glossier also knows that Gen Z still enjoys shopping irl. That’s why their stores are more than just places to buy makeup. Each location is designed to reflect the city it’s in. They even launched a “beauty passport” idea, where customers collect stickers from different Glossier stores they visit.

These creative, interactive experiences help build deeper connections with customers. That focus on connection is another pillar of why Glossier’s advertising strategy is perfectly tailored for Gen Z in 2025.

Smart and Meaningful Partnerships

Glossier doesn’t do a ton of collabs, but when they do, they’re spot on. One of their biggest partnerships was with Olivia Rodrigo. She’s a Gen Z icon, and she fits Glossier’s brand perfectly. In an interview with Vogue, she said, “I love a natural and glowy look—when your skin just shines through, which is like, Glossier’s whole thing.”

Another example is Glossier’s 2020 partnership with the WNBA. At first, it might seem like an odd match.

But both the WNBA and Glossier stand for strength, self-expression, and challenging norms. By teaming up with powerful women athletes, Glossier proved that beauty isn’t about perfection, it’s about confidence and being real.

We can see why Glossier’s advertising strategy is perfectly tailored for Gen Z in 2025 when looking at these kinds of partnerships show that Glossier knows how to choose the right people to represent them. 

Reinventing Traditional Advertising 

Glossier uses old-school ads like posters and subway billboards, but in a way that feels fresh. When they launched their new perfume, Glossier You Fleur, they created a fun campaign where people could try it and share their thoughts. It wasn’t just a product ad, it was an invitation to join in.

They also used digital screens in NYC subways to show off pretty, modern visuals. These ads felt classic and cool, blending old with new in a way that stands out. This creativity in using traditional advertising is another reason why Glossier’s advertising strategy is perfectly tailored for Gen Z in 2025.

A Few More Ways Glossier Gets It Right 

• Their product names are simple and cute.
  
• They don’t over-edit their photos.
  
• Their website is clean and easy to shop.
• Their emails sound like texts from a friend.
   

All of these little details add up to a brand that just gets Gen Z. Everything they do feels intentional, yet effortless.

Conclusion: Why Glossier’s Advertising Strategy Is Perfectly Tailored for Gen Z in 2025

To wrap it all up, Glossier has stayed ahead by doing five things well:

1. Keeping a consistent, honest brand voice
   
2. Using storytelling that’s real and relatable
   
3. Putting their community at the center
   
4. Picking smart, values-based partnerships
   
5. Refreshing old-school advertising with a modern twist
    

Gen Z doesn’t want to be sold to, they want to feel seen. Glossier understands this and uses it in every part of its ad strategy. That’s why Glossier’s advertising strategy is perfectly tailored for Gen Z in 2025, it makes them feel like they’re part of something, not just a customer.

Glossier has proven that it truly understands its audience by creating a brand that feels real, relatable, and fun. Their consistent brand voice, rooted in authenticity and self-expression, has made them stand out in the beauty industry.

From storytelling that reflects everyday life to campaigns that feature real people, Glossier makes Gen Z feel seen and celebrated.

They involve their audience in product creation, build meaningful in-person experiences, and choose partnerships that reflect their values.

Whether it’s Olivia Rodrigo or the WNBA, Glossier carefully picks collaborations that inspire and align with Gen Z’s love for diversity, empowerment, and confidence.

Overall, Glossier isn’t just selling makeup, they’re building a lifestyle and a community that Gen Z wants to be part of.

✍️ Written by Nicole Rosario