Glossier Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 4.8k 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. September saw the highest output at 562 posts (41% above the 399 monthly average), while July was the quietest at 142 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: 3.4k posts (72%)
- Instagram: 1.3k posts (27.8%)
- YouTube: 12 posts (0.3%)
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 skits | curly hair | beauty | fashion parent managed @67 @🌝
Collaboration metrics
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maiphammy x Glossier
![YouTube post by @maiphammy for Glossier. Caption reads: [...] Shop the Google Holiday 100: Check out....](https://images.od.modash.io/7aae7dc3b2b5dcc332537dac1fc1e88114973bbc)
Influencer bio
subscribe to join the phamily plz I post a lot of videos about beauty and me trying to do transformations and glow ups where I spend too much money buying clothes and getting my hair, nails, eyelashes, and makeup done. I also never fold my clothes and never sleep so I tend to clean my room at 2am way too many times. My parents never know where I am and I'm constantly traveling the world alone without them knowing. My lifestyle overall includes letting my room be a mess, traveling non-stop, and blowing all my money on glow up challenges. Business inquiries: connect@maiteam.co
Collaboration metrics
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If you break this down further by content type on TikTok, this is what it looks like:
- Videos: 95.3%
- Carousels: 4.7%
💡 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 37.9% 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 3.3k unique influencers in our dataset, 68 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 9 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. 55.6% 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 (11.3%)
- Brazil (3.9%)
- France (3.6%)
Glossier's influencer activity by market
Here is another example of Glossier collaborating with an influencer in United States.
sabbbbern x Glossier
Glossier's influencer activity vs. related brands
Saie hello and ILIA Beauty compete with Glossier for minimal, skin-enhancing makeup buyers who value a natural finish. These brands perform well with the same influencer formats—GRWM, no-makeup makeup tutorials, and routine-led product callouts.
Total influencer content
Glossier vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
ILIA Beauty leads with 7.4k sponsored posts, marginally ahead of Saie hello (6.7k posts) and Glossier (4.8k posts). Across all three brands, the average volume is 6.3k 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 6.6k, ILIA Beauty at 5.3k, Glossier at 3.4k posts. Glossier's activity is particularly concentrated on TikTok. Saie has far fewer Instagram posts than Glossier and ILIA Beauty, while Glossier has far fewer YouTube posts than Saie and ILIA Beauty.
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 (5k posts, 75.2%), Canada (426 posts, 6.4%), suggesting a North America focus, while ILIA Beauty leads in United Kingdom with 699 posts (9.4%), while Glossier leads in Brazil with 187 posts (3.9%). Looking at United States specifically, the split is Saie hello at 5k posts (75.2%), ILIA Beauty at 4.4k posts (58.9%), Glossier at 2.7k posts (55.6%).
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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