Glossier's YOU Perfume: The Start Story and The Genius Strategy Behind Their Best-Selling Fragrance
ANOTHER DAY—ANOTHER STARTUP STORY
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Glossier may be a makeup company, but their YOU Perfume has become their unexpected best selling product.
They sell one every 20 seconds!
This fragrance alone did about $15 million in revenue last year!
What’s remarkable is how this fragrance propelled Glossier from a beauty company to a lifestyle brand.
Behind the success lies valuable lessons for startups looking to find their footing, scale, and connect deeply with their audience.
If you’re a young or/and early-stage founder, the story of YOU perfume by Glossier is a blend of strategic foresight, market research, and building an emotional connection with customers.
Let’s break it down.
Part 1: Spotting a Growth Opportunity
Eight years ago, Glossier’s team recognized that their target demographic—Millennials—were more than just makeup consumers.
They wanted brands that fit their entire lifestyle, not just one aspect of it.
To achieve this, Glossier knew they needed to go beyond makeup.
But which product would take them there?
The team focused on their target market—Millennials and Gen Z—who were already drawn to Glossier’s minimalistic and approachable ethos.
Research quickly pointed them to an exploding fragrance market.
Here’s what they noticed:
The global perfume market was booming, valued at around $50 billion.
Millennials and Gen Z were the most active buyers, using perfumes daily.
Many popular perfumes were priced high, leaving a gap for a more affordable, high-quality option.
This insight was a turning point for Glossier.
While the makeup market was saturated, the fragrance industry offered them a path to create a high-demand product with strong appeal to their target market.
Part 2: Building the product
One of the most remarkable aspects of YOU Perfume is its ability to feel like a “custom” scent on every person who wears it.
Glossier didn’t want to create just another perfume.
They envisioned a product that reflected their brand values: personalization, simplicity, and inclusivity.
This led to the creation of YOU, a perfume designed to smell different on everyone, enhancing the wearer’s natural scent.
The formula’s success came from its simplicity:
Ambrette: A musky warmth that feels familiar.
Ambrox: A creamy, lingering depth.
Musk: A clean, skin-like essence.
Priced at $78, YOU perfume stands out among top-selling perfumes, which are often much more expensive.
Glossier saw this pricing gap as an opportunity to offer quality at a more accessible price point, without compromising on sophistication or allure.
By focusing on what their audience wanted—a scent that felt personal and inclusive—Glossier ensured YOU would stand out.
Part 3: Strategic Marketing and Community Engagement
Glossier's success with YOU Perfume wasn't just about the scent—it was also about the connection they built with their audience.
YOU Perfume didn’t become a best-seller by accident.
Glossier used strategic marketing to build buzz and drive sales:
Customer Involvement
Before launch, Glossier actively sought feedback from their community. By involving customers in product development, they created anticipation and ensured their audience felt invested in the product’s success.Social Media Buzz
Glossier leaned into user-generated content, encouraging customers to share their experiences with YOU on Instagram. This authentic word-of-mouth marketing amplified trust and credibility.Sampling Strategy
Glossier understood that perfume is a sensory product. By including free samples of YOU in orders, they lowered the barrier to trial. This low-risk introduction helped countless customers fall in love with YOU, ultimately leading to full-size purchases.Accessible Pricing
By pricing YOU at $78, Glossier offered a high-quality, luxury-like experience without luxury pricing. This pricing strategy, combined with quality and social proof, made YOU a no-brainer for Millennials and Gen Z, who have driven its popularity.
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Part 4: Results and Brand Transformation
As demand for YOU skyrocketed, Glossier recently expanded their fragrance line with two new perfumes.
For Glossier, YOU Perfume has become much more than a product.
It’s an emblem of the brand's evolution from a makeup brand to a lifestyle brand.
Since its release, YOU has remained Glossier’s best-selling product.
This fragrance alone did about $15 million in revenue last year, a testament to Glossier’s ability to create not just beauty products but a lifestyle that resonates with Millennials and Gen Z.
This also solidifies Glossier as a brand that understands and evolves with its audience.
Key Takeaways for Startup Founders
Know Your Audience Inside Out
Glossier didn’t just guess what Millennials and Gen Z wanted—they did their research and listened to their community.
→ Build a deep understanding of your target market and stay tuned to their evolving needs.Solve a Specific Problem
YOU wasn’t just another perfume; it filled a gap in the market for an affordable, high-quality scent that felt personal.
→ Focus on creating products that address real pain points or unmet needs.Start Small but Think Big
Glossier used YOU Perfume to transition from a beauty brand to a lifestyle brand.
→ Consider how your current offerings can lay the foundation for broader growth.Leverage Community and Authentic Marketing
Glossier’s user-generated campaigns didn’t just sell products; they built trust and loyalty.
→ As a startup, prioritize authenticity in your messaging and encourage organic engagement.Price Smartly
Glossier hit the sweet spot with YOU, offering a premium product at an attainable price point.
→ Your product should balance accessibility with perceived value.Iterate and Expand
Once YOU became a success, Glossier launched more perfumes to strengthen their market position.
→ Never stop iterating and exploring adjacent opportunities.
Glossier’s YOU Perfume isn’t just a best-seller—it’s a blueprint for how startups can innovate, grow, and connect with their audience on a deeper level.
Whether you’re crafting your first product or thinking about scaling, Glossier’s story shows that success comes from understanding your customers, solving their problems, savvy marketing strategies, and creating products that resonate on a personal level.
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THANKS FOR READING!
- Gracie from What A Startup
Great read! Glossier’s approach is such a masterclass in understanding customer needs and translating them into a compelling brand story. Thanks for sharing this gem!