Glossier Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 1.2k 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.
Influencer activity throughout the year
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.
Glossier's influencer activity by month
Number of sponsored posts
Glossier's influencer posting pattern appears irregular, with notable fluctuations month to month. March saw the highest output at 150 posts (44% above the 104 monthly average), while February was the quietest at 16 posts.
Social platforms breakdown
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:
- TikTok: 740 posts (59.4%)
- Instagram: 487 posts (39.1%)
- YouTube: 19 posts (1.5%)
Glossier's influencer activity by 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).
lenkalul x Glossier
Influencer bio
• Tik Tok: lenkalul (3M+) • UK 🇬🇧 • Business & PR - info@lenkalul.com • Managed by @thebloggeragent
Collaboration metrics
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salmajabarbique x Glossier
![TikTok post by @salmajabarbique for Glossier. Caption reads: [...] #grwm #salmajabarbique @HUDA BEAUTY....](https://images.od.modash.io/d6bba25c762be2b6711255ace8cc358cb8bf5236)
Influencer bio
الحمد لله 💌: salma@tiddle.io grwm | curly hair | beauty | fashion parent managed OR 📍
Collaboration metrics
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kaaviya x Glossier
![YouTube post by @kaaviya for Glossier. Caption reads: [...] deodorant https://rvlv.me/tpe88b
Glossier....](https://images.od.modash.io/ca0030b05419db5c235eb68549e8a27598fdf199)
Influencer bio
one house down from the girl next door 🏡✨🩰
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
If you break this down further by content type on TikTok, this is what it looks like:
- Videos: 98.4%
- Carousels: 1.6%
💡 Related resource: How To Find TikTok Influencers.
Influencer audience size breakdown (by views)
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.
Glossier's influencers average views (TikTok)
Based on each influencer's average views per post
With 32.4% 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. The <1K views segment is also prominent at 30.1%, indicating investment across adjacent tiers.
Here is an example of a sponsored collaboration with a larger-audience creator on TikTok (1.2M avg views/post):
ivanbaaaaah x Glossier
![TikTok post by @ivanbaaaaah for Glossier. Caption reads: [...] pretty picky with my perfumes but the....](https://images.od.modash.io/a565ac876969076a4d2191431fe7575ca9cd6a47)
Influencer bio
Beauty/Health/Fashion NYC📍 contactivanlam@gmail.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
And here is another example with a smaller creator on TikTok (9.3k avg views/post):
charbarker x Glossier
![TikTok post by @charbarker for Glossier. Caption reads: [...] festive red lip season 💋💄 wearing....](https://images.od.modash.io/e4417f64e06f085938d69a231438b325bc95b646)
Influencer bio
👄🫧🎀 beauty girlie 🎀🫧👄 💌 charbarkerenquiries@gmail.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Glossier's repeat partnerships
Out of 972 unique influencers in our dataset, 24 of them (2%) posted content for Glossier in 3 or more separate calendar months. The most consistent partner is @first.gloss, who has collaborated across 8 months with 24 total posts.
Here are 3 examples of Glossier's repeat influencer partnerships, with links to the sponsored content.
first.gloss x Glossier
![Instagram post by @first.gloss for Glossier. Caption reads: [...] with no obligations <3
🏷️ #glossier....](https://images.od.modash.io/a40adb92a967b3c79a393b56c433f3681cc62e1a)
![Instagram post by @first.gloss for Glossier. Caption reads: [...] with no obligations <3
🏷️ #glossier....](https://images.od.modash.io/27ee0a6c2335ddece8b3699427f6bc0f787b6c4d)
![Instagram post by @first.gloss for Glossier. Caption reads: [...] the best feeling. Thank you Glossier for the....](https://images.od.modash.io/b25614bb045d35094586982f1a115125e185783b)
olafflee x Glossier
![Instagram post by @olafflee for Glossier. Caption reads: [...] blush stick (petal)
@glossier....](https://images.od.modash.io/3be77bcd47c56d74b35b390fdedbaae23da0f8aa)
![Instagram post by @olafflee for Glossier. Caption reads: [...] for the day
using;
@glossier milky....](https://images.od.modash.io/5dae516c69bd39af1bd9adf7a7c46f1ee43ce49d)
![Instagram post by @olafflee for Glossier. Caption reads: [...] here to stay 🩰🤍
using;
@glossier milky....](https://images.od.modash.io/7e536822590b87dbca673508e9941ace44cb8b1a)
olafflee x Glossier
![TikTok post by @olafflee for Glossier. Caption reads: [...] 🤍💫 unwind with me ~ using; @Glossier milky....](https://images.od.modash.io/44f61dfb40b6b78057a85387ed94a1b8195bb6ae)
![TikTok post by @olafflee for Glossier. Caption reads: [...] UK infallible face sculptor @Glossier cloud....](https://images.od.modash.io/628acdde6c27bc9b322fd45627432d5775c1c263)
![TikTok post by @olafflee for Glossier. Caption reads: [...] multi stick (tenderly) @Glossier powder....](https://images.od.modash.io/67acae833f7b63be12194c2a3410871ac02dc062)
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
Geographical breakdown
In our dataset, United States is where Glossier had the most influencer activity. 55.2% 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:
- United Kingdom (10.8%)
- France (4.5%)
- Canada (3.8%)
Glossier's influencer activity by market
Here is another example of Glossier collaborating with an influencer in United States.
kali.ledger x Glossier
Glossier's influencer activity vs. related brands
Glossier competes with Rhode Skin and Saie hello in minimalist, aesthetic-driven beauty where creators shape perception through routines and natural makeup looks. These brands target similar communities that value approachable, everyday products and social proof.
Total influencer content
Glossier vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
Saie hello leads with 2.8k sponsored posts, significantly outpacing Glossier (1.2k posts) and Rhode Skin (85 posts). Across all three brands, the average volume is 1.4k posts, suggesting established influencer marketing investments. Saie hello has more than double Glossier’s total post count and far more than Rhode Skin.
By social platform
Glossier vs. related brands influencer activity (by social platform)
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 2.4k, Glossier at 740, Rhode Skin at 0 posts. Rhode Skin's activity is particularly concentrated on Instagram. On TikTok, Saie hello has many more posts than Glossier, while Rhode Skin has none.
By geographical market
Glossier vs. related brands influencer activity (by country)
Estimated sponsored posts in Glossier's top markets
Saie hello has the highest estimated sponsored-post volume in United States (1.7k posts, 60.5%), United Kingdom (232 posts, 8.4%), Canada (177 posts, 6.4%), suggesting a North America focus, while Glossier leads in France with 56 posts (4.5%), while Rhode Skin leads in Italy with 5 posts (6.4%). Looking at United States specifically, the split is Saie hello at 1.7k posts (60.5%), Glossier at 688 posts (55.2%), Rhode Skin at 32 posts (38%). Glossier's strength in France may indicate a home-market focus, while Saie hello shows broader regional investment.
Read more influencer strategy breakdowns
Looking for more like this? Here are 5 similar influencer marketing strategy breakdowns for other brands:
- Rhode Skin's Influencer Marketing Strategy
- Saie hello's Influencer Marketing Strategy
- FIGS's Influencer Marketing Strategy
- Meshki's Influencer Marketing Strategy
- Chāmpo Haircare's Influencer Marketing Strategy
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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