Glossier Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 4.4k 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 sponsored post volume peaks in November with 567 posts, 53% higher than the monthly average of 371. September recorded the lowest activity at 111 posts, 70% below average.
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: 3.0k posts (67%)
- Instagram: 1.2k posts (27.3%)
- YouTube: 255 posts (5.7%)
Glossier's influencer activity by platform
Share of sponsored content by social network
Content format by platform
Share of all sponsored posts.
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
@fordmodels sophia@clovernyc.com
Collaboration metrics
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sabbbbern x Glossier
Influencer bio
i love to draw ✉️: hello@sabrinabernstein.com
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
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If you break this down further by content type on TikTok, this is what it looks like:
- Videos: 95.7%
- Carousels: 4.3%
💡 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 38.2% 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 (2.1M 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 (9.8k avg views/post):
farahpinkk x Glossier
Influencer bio
fashion | beauty | lifestyle | motherhood 📍 new yorker in miami ✉️ info@farahpink.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Glossier's repeat partnerships
Out of 3.1k unique influencers in our dataset, 58 of them (2%) posted content for Glossier in 3 or more separate calendar months. The most consistent partner is @AngelikaOles, who has collaborated across 12 months with 67 total posts.
Here are 3 examples of Glossier's repeat influencer partnerships, with links to the sponsored content.
AngelikaOles x Glossier
![YouTube post by @AngelikaOles for Glossier. Caption reads: [...] off for you and 10% for me) Glossier: (10%....](https://images.od.modash.io/705cd89b2de955af15486438a79a457492455ada)
![YouTube post by @AngelikaOles for Glossier. Caption reads: [...] off for you and 10% for me) Glossier: (10%....](https://images.od.modash.io/8e542dbc4a894b856573f83d7b6f7acf64ecee7a)
![YouTube post by @AngelikaOles for Glossier. Caption reads: [...] off for you and 10% for me) Glossier: (10%....](https://images.od.modash.io/e9c756ea65604799a972aed151968bef178af557)
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: [...] shades during the fall🍂 @Glossier @NYX....](https://images.od.modash.io/36efc065b4348ead78ac31f5273ff7b45b4cdcfb)
![TikTok post by @makeup_by_devvynn for Glossier. Caption reads: [...] and my lips are not dry!!💖✨ @Glossier .....](https://images.od.modash.io/36a41cd4cec2673fb64687a298018802d6bc12f5)
💡 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. 55.3% 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 (9.6%)
- Canada (5.2%)
- France (4.1%)
Glossier's influencer activity by market
Here is another example of Glossier collaborating with an influencer in United States.
salmajabarbique x Glossier
![TikTok post by @salmajabarbique for Glossier. Caption reads: [...] #grwm #salmajabarbique @HUDA BEAUTY....](https://images.od.modash.io/d6bba25c762be2b6711255ace8cc358cb8bf5236)
Glossier's influencer activity vs. related brands
Saie hello and ILIA Beauty overlap with Glossier in minimalist, skin-first beauty that performs well in routine-based creator content. These brands compete for the same audience seeking natural finishes and clean-leaning positioning.
Total influencer content
Glossier vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
Saie hello leads with 6.2k sponsored posts, significantly outpacing Glossier (4.4k posts) and ILIA Beauty (2.6k posts). Across all three brands, the average volume is 4.4k posts, indicating mature, scaled influencer programs.
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 6.1k, Glossier at 3k, ILIA Beauty at 1.2k posts. Saie hello's activity is particularly concentrated on TikTok. TikTok activity is much higher for Saie hello than Glossier and ILIA Beauty, while Saie hello shows no Instagram posts.
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 (4k posts, 63.5%), Greece (641 posts, 10.3%), United Kingdom (486 posts, 7.8%), suggesting a Europe focus, while Glossier leads in Canada with 231 posts (5.2%). Looking at United States specifically, the split is Saie hello at 4k posts (63.5%), Glossier at 2.5k posts (55.3%), ILIA Beauty at 1.6k posts (59.2%).
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:
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