Glossier has officially partnered with their first celebrity endorser – Olivia Rodrigo. This is a first since the brand’s launch in 2014.
In an exclusive interview with Vogue, Rodrigo talked about her affinity for beauty, depicting exactly why the brand collaboration was a perfect fit. “Beauty has always been a way for me to express myself. I’m still figuring out what works for me, and I imagine that’ll continue to change as I get older, but that’s what’s fun about it—getting to grow up with your beauty, style, and routine, and, most importantly, having your own relationship with it and not worrying about what others say or think.”
Prior to their current partnership, Rodrigo was not shy in expressing her love for the brand, most notably during a Vogue Beauty Secrets video where she featured their cult-favorite Boybrow and stretch concealer, among a few other of the brand’s best selling products. That, and with her barely-there ’90s leaning aesthetic, one could say that this was a deal bound to happen.
Now, she lends her creative vision to the brand, starting off with a campaign tied to Glossier’s “You Look Good” motto. Decked out in dewy and fresh make-up, the singer showed off her radiant skin paired with her signature cat-eye, finished off in a sleek bun.
“Olivia is a Glossier girl because she is unapologetically true to herself,” shares company creative director Marie Suter. The “driver’s license” singer is said to “lend her creative vision to new initiatives for the brand that will run the gamut from social content to major campaigns.”
This partnership comes amidst a very public decline for Glossier, which recently had to lay off over a third of its staff. “Over the past two years, we prioritized certain strategic projects that distracted us from the laser focus we needed to have on our core business: scaling our beauty brand.” shares company CEO Emily Weiss in an interview with CNN.
Not too long ago, the brand drew notoriety after an exposé on the company’s inner works was shared via a public Instagram account @outtathegloss, labeling the company as “problematic.”
Led by former Glossier employees, the account revealed allegations of toxic work culture and racism within the workplace. “The concerns of POC were never taken seriously,” notes one former employee. “Multiple times, I, and other employees expressed concern over the racism we faced and were told to ‘feel empowered to walk away.’ When we asked what management would do, we were met with essentially nothing.”
Having come a long way since its humble beginnings as beauty blog “Into The Gloss”, Glossier is looking for a refresh. Once coined “The pioneers of millennial pink”, the brand is now rediscovering its footing in a post-pandemic market.
At its peak, Glossier was one of the most visible Instagram accounts.
In an attempt to refocus its business plan, the brand hopes to spearhead operations with a back-to-basics approach. Weiss notes “This partnership is a great example of us being more focused than ever on executing against that, and building a brand that inspires people through other people’s stories, real-life connections, and shared values.”