Glossier Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 5.1k 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 sponsored post volume appears to trend upward over the 12-month period, rising from 467 posts in January to 419 in December. The peak month, July, reached 623 posts, 46% higher than the monthly average of 428.
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: 3.7k posts (72.6%)
- Instagram: 1.4k posts (27.3%)
- YouTube: 3 posts (0.1%)
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).
isabellacarrr x Glossier
Influencer bio
fashion and philosophy🫦 all bookings: sophia@clovernyc.com
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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LADNBEAUTY x Glossier
![YouTube post by @LADNBEAUTY for Glossier. Caption reads: [...] night cream → 🌸 Scent stacking • Glossier....](https://images.od.modash.io/268a30fe2265d8c78830666cfa32f192663158dc)
Influencer bio
Maman, manager, beauty addict et serial shoppeuse.Cette chaîne parle avant tout de bonheur, d'amour, de joie et d'empowerment. Beauté, style, routines, déco et plein d'autres contenus qui vont vous permettre de trouver ce qu'il y a de plus beau en vous. Je partage aussi toutes les expériences que je mène pour faire de moi une personne meilleure chaque jour. Retrouvez-moi pour le moment sur Instagram et bientôt sur tous les autres réseaux sociaux. Mon blog est en cours de construction. LOVE YOU Mother, executive officer, beauty addict, serial shopper and french. This channel is , first and foremost, about happiness, love, joy and empowerment. You will find everything that would magnify your inner beauty, your style, your everyday routine and your skills. I wanted to share with you my self-improvement experiences. You can find me on Instagram and soon on Snapchat, Facebook, Twitter...My blog is under construction. Business inquiries ladnbeauty@gmail.com
Collaboration metrics
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If you break this down further by content type on TikTok, this is what it looks like:
- Videos: 94.8%
- Carousels: 5.2%
💡 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 37.6% 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
Not your typical lawyer 🇯🇲🩷 business@kaydenereanne.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Glossier's repeat partnerships
Out of 3.5k unique influencers in our dataset, 80 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 10 months with 30 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)
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)
![TikTok post by @makeup_by_devvynn for Glossier. Caption reads: [...] and my lips are not dry!!💖✨ @Glossier .....](https://images.od.modash.io/36a41cd4cec2673fb64687a298018802d6bc12f5)
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. 54% 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 (11.1%)
- Canada (3.8%)
- France (3.4%)
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 Saie and ILIA Beauty in minimalist, skin-enhancing beauty that’s built for community and creator-led recommendations. They share an audience that values natural finishes, simple routines, and aesthetically cohesive product storytelling.
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 (6.3k posts) and Glossier (5.1k posts). Across all three brands, the average volume is 6.1k posts, indicating mature, scaled influencer programs.
By social platform
Glossier vs. related brands influencer activity (by social platform)
Sponsored posts by platform
Among these brands, ILIA Beauty leads on Instagram and Saie hello leads on TikTok and YouTube. The gap is most notable on TikTok, with Saie hello at 6.7k, ILIA Beauty at 4.6k, Glossier at 3.7k posts. Glossier's activity is particularly concentrated on TikTok. TikTok post volume is much higher for Saie hello and ILIA Beauty than for Glossier, while Glossier has far fewer YouTube posts than both brands.
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 (3.9k posts, 57.5%), India (878 posts, 13%), United Kingdom (763 posts, 11.3%), while ILIA Beauty leads in Canada with 317 posts (5%). Looking at United States specifically, the split is Saie hello at 3.9k posts (57.5%), ILIA Beauty at 3.7k posts (58.1%), Glossier at 2.8k posts (54%).
Read more influencer strategy breakdowns
Looking for more like this? Here are 5 similar influencer marketing strategy breakdowns for other brands:
- Saie hello's Influencer Marketing Strategy
- ILIA Beauty'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:
Frequently asked questions
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