Gatekeeping is on its way out.
Now, more and more brands are abandoning blase-chic for Gen Zs enthusiastic maximalism.
For years, so-calledmillennial blandinghas ruled marketing and beauty worlds.
Stocksy
But now, in the age ofde-influencingand TikToks rapid-fire honesty, is being the cool girl even cool anymore?
The brands combination of millennial-pink packaging and DTC marketing created an air of fashionable exclusivity and mom-and-pop charm.
It was a makeup revolution marshaled by sophistication and austerity; it wasnt stylish to care or try hard.
Where image flourished, so did exclusivity; the coveted cool girl aura always stayed just out of reach.
Glossiers particular rise to stardom was bolstered by its unavailability.
It didnt need nor want to be in stores with all the other brands.
It didnt want buyers to pick Glossier by accident or idly purchase after some browsing.
You had to seek it outyou had to come to the brand directly.
So why nowafter all that successare more and more brands seeking out wholesale partnerships like Glossier and Sephora?
The industry is changing.
Trends arent coming from celebrities or the runway anymore, and theyre evolving twice as fast.
Gen Z wants to champion one another and increase transparency, diversity, and accessibility in beauty.
The air of exclusivity Glossiers model created is no longer fashionable.
Clearly, Glossier has no intention of entering its next era as if its going backward.
Take, for instance, the newly reopened NYC flagship store.
Gen Z is over acting cool.
People are getting less afraid to ask for what they want and to celebrate getting it.
If everyone just wants to have a little fun, Glossier wants in on the ride.
