Glossier Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 5.4k 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 output appears relatively consistent throughout the year, averaging about 447 sponsored posts per month. July recorded the highest volume at 633 posts (42% above average), while May was the quietest at 135 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: 3.8k posts (69.9%)
- Instagram: 1.4k posts (26.4%)
- YouTube: 197 posts (3.7%)
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 @67 @🌝
Collaboration metrics
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DanielleKirsty x Glossier
![YouTube post by @DanielleKirsty for Glossier. Caption reads: [...] Blush Filter Palette Baby Pink - LIPS....](https://images.od.modash.io/018df2d7896f019707facdb086e635d7e03399af)
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
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: 94.7%
- Carousels: 5.3%
💡 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 37.8% 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 (3.2M avg views/post):
yungkombucha420 x Glossier
Influencer bio
emilie@themakercollaborative.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 (9.9k avg views/post):
kaydene_reanne x Glossier
![TikTok post by @kaydene_reanne for Glossier. Caption reads: [...] North Atrium #spacenk #popup @SPACE NK....](https://images.od.modash.io/a5dd3e88ac6a630f62fc29807da1a5c2f81d6af2)
Influencer bio
British Jamaican lawyer 🇬🇧🇯🇲 @kaydene_reanne everywhere business@kaydenereanne.com A little law, a lot of life ⬇️
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Glossier's repeat partnerships
Out of 3.6k unique influencers in our dataset, 79 of them (2%) posted content for Glossier in 3 or more separate calendar months. The most consistent partner is @AngelikaOles, who has collaborated across 11 months with 37 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)
makeup_by_devvynn x Glossier
![TikTok post by @makeup_by_devvynn for Glossier. Caption reads: [...] favorite fall lip balm🍒🖤 @Glossier “Black....](https://images.od.modash.io/90271b79f4c9d14b748b59a4516aeccd4f50e552)
carrieanne_ x Glossier
![Instagram post by @carrieanne_ for Glossier. Caption reads: [...] @yslbeauty @guccibeauty* @glossier....](https://images.od.modash.io/d526df196a31f588e34dac1b6858cad91a827406)
💡 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. 56% 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 (11.7%)
- Canada (3.7%)
- France (3.5%)
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
ILIA Beauty and Saie compete with Glossier for the minimalist, skin-first beauty consumer, with comparable reliance on community-led content and everyday makeup routines.
Total influencer content
Glossier vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
Saie hello leads with 6.8k sponsored posts, marginally ahead of ILIA Beauty (6k posts) and Glossier (5.4k posts). Across all three brands, the average volume is 6k posts, indicating mature, scaled influencer programs. The relatively balanced activity suggests comparable influencer marketing investment across the category.
By social platform
Glossier vs. related brands influencer activity (by social platform)
Sponsored posts by platform
Glossier leads on YouTube, while ILIA Beauty has the most activity on Instagram and Saie hello has the most activity on TikTok. The gap is most notable on TikTok, with Saie hello at 6.7k, ILIA Beauty at 4.4k, Glossier at 3.8k posts. ILIA Beauty's activity is particularly concentrated on TikTok. Saie has no Instagram posts counted in this dataset, while Glossier and ILIA Beauty each have over 1,400.
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 (4.8k posts, 71.3%), Canada (799 posts, 11.8%), United Kingdom (663 posts, 9.8%), suggesting a North America focus. Looking at United States specifically, the split is Saie hello at 4.8k posts (71.3%), ILIA Beauty at 3.6k posts (59.4%), Glossier at 3k posts (56%).
Read more influencer strategy breakdowns
Looking for more like this? Here are 5 similar influencer marketing strategy breakdowns for other brands:
- ILIA Beauty's Influencer Marketing Strategy
- Saie hello's Influencer Marketing Strategy
- BK Beauty's Influencer Marketing Strategy
- Shein's Influencer Marketing Strategy
- BOMBSHELL SPORTSWEAR'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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