Glossier
@glossierGlossier built its page around its customers’ faces, not its own campaigns. The grid feels like a group chat of people who happen to use the same products.
Content samples
Visual Identity
What works
Millennial pink, soft light and bare skin. The palette is so consistent that a screenshot of the grid is enough to identify the brand.
Room to grow
Consistency is starting to feel familiar. Small variations in set design would keep the grid fresh without breaking recognition.
The UGC engine
Why customer content carries the page
Glossier’s most valuable content is created by customers. The team treats reposting as editorial work: selecting, crediting and framing each photo so it feels on-brand.
That changes the relationship. Followers don’t just watch the brand — they audition to be featured on it. Every new post is quietly an invitation.
Community
What works
Comments are answered like a friend would: short, warm and specific. Questions often become future content.
Room to grow
As the brand grows, reply rates drop. A visible “you asked, we answered” series would scale the feeling.
Steal this
Repost like an editor
Curate, crop and credit customer photos so they fit your grid.
Turn questions into posts
Save your most-asked comments and answer them in a carousel.
Pick a signature prop
One recognisable object or colour can carry the whole identity.
Show real texture
Unretouched content builds trust in categories full of filters.