We analyzed 7.2k pieces of influencer content sponsored by Glossier over the last 12 months.
This report breaks down where & how Glossier invests in influencer marketing, which social platforms they prioritize, top geographical markets, and more.
The data in this report comes from Modash's Brand Collaborations API.
P.S. for a simple list of influencers who have collaborated with Glossier, see here: Glossier influencers.
Glossier's influencer campaigns are active year-round with notable month-to-month fluctuation. The chart below shows month-by-month data for total sponsored posts tracked.
Number of sponsored posts
Glossier's influencer output appears relatively consistent throughout the year, averaging about 596 sponsored posts per month. July recorded the highest volume at 773 posts (30% above average), while February was the quietest at 242 posts.
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Glossier's sponsored influencer collaborations break down by social platform:
Share of sponsored content by social network
TikTok influencer marketing is a clear focus for Glossier.
Here are 3 examples of Glossier's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
Influencer bio
• Tik Tok: lenkalul (3M+) • UK 🇬🇧 • Business & PR - info@lenkalul.com • Managed by @thebloggeragent
Collaboration metrics
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Influencer bio
الحمد لله 💌: salma@tiddle.io grwm | curly hair | beauty | fashion parent managed OR 📍
Collaboration metrics
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Influencer bio
Hey! I'm Danielle, a makeup obsessed Libra (& yes I'm definitely a Libra!) with a strange fascination for all things True Crime. On this channel I do True Crime & Makeup videos (the two things I'm most passionate about!), where I discuss a true crime case that's been fascinating me while I do my makeup. New videos will be uploaded as often as possible. Please subscribe and thanks for watching! Business Email: info@daniellekirsty.com
Collaboration metrics
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If you break this down further by content type on TikTok, this is what it looks like:
💡 Related resource: How To Find TikTok Influencers.
For their top social platform (TikTok), here is a breakdown of the type of influencers Glossier are collaborating with, by audience size.
Note: this breakdown is based on each influencer's average views (not follower/subscriber count), because views typically correlate more closely with influencer pricing and impact.
Based on each influencer's average views per post
With 36.5% of partnerships featuring creators averaging 1K-5K views, Glossier's strategy suggests niche targeting and authenticity, likely leveraging collaboration models like gifting and affiliates to work with smaller creators.
Here is an example of a sponsored collaboration with a larger-audience creator on TikTok (4.2M avg views/post):
Influencer bio
a lil ballerina in her lil world🩰
Collaboration metrics
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And here is another example with a smaller creator on TikTok (9.8k avg views/post):
Influencer bio
beauty, fashion, fun & motherhood 📍: a new yorker in miami info@farahpink.com
Collaboration metrics
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Out of 4.7k unique influencers in our dataset, 131 of them (3%) posted content for Glossier in 3 or more separate calendar months. The most consistent partner is @first.gloss, who has collaborated across 11 months with 57 total posts.
Here are 3 examples of Glossier's repeat influencer partnerships, with links to the sponsored content.
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
In our dataset, United States is where Glossier had the most influencer activity. 57.2% of their live influencer content in the last 12 months was posted by American influencers.
Based on the percentage of influencer content per market, other important markets include:
Here is another example of Glossier collaborating with an influencer in United States.
Glossier, ILIA Beauty, and Saie hello compete in the natural, skin-first beauty space where community, minimal routines, and creator recommendations drive loyalty. Their audiences overlap around everyday makeup looks and skincare-as-makeup positioning.
Total sponsored posts tracked (last 12 months)
Saie hello leads with 12.3k sponsored posts, significantly outpacing Glossier (7.2k posts) and ILIA Beauty (6.1k posts). Across all three brands, the average volume is 8.5k posts, indicating mature, scaled influencer programs.
Sponsored posts by platform
Glossier leads on Instagram and YouTube, while Saie hello leads on TikTok. The gap is most notable on TikTok, with Saie hello at 12.2k, Glossier at 4.7k, ILIA Beauty at 4.3k posts. ILIA Beauty's activity is particularly concentrated on TikTok. Saie hello has far more TikTok posts than Glossier and ILIA Beauty, while it has no Instagram posts.
Estimated sponsored posts in Glossier's top markets
Saie hello has the highest estimated sponsored-post volume in United States (8k posts, 65.3%), India (1.4k posts, 11.6%), United Kingdom (1.2k posts, 9.5%), while ILIA Beauty leads in Canada with 316 posts (5.2%). Looking at United States specifically, the split is Saie hello at 8k posts (65.3%), Glossier at 4.1k posts (57.2%), ILIA Beauty at 3.6k posts (59.3%).
Looking for more like this? Here are 5 similar influencer marketing strategy breakdowns for other brands:
Or, if you want to access data like this for your own software or processes, take a look at Modash's API products:
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