Glossier – D2C Ranking & Growth Metrics
Skincare, makeup and fragrance sold direct to consumers.
Last updated · September 2026 edition · data to end of August 2026 · method v1.3
Glossier ranks #6 of 429 D2C brands in the September 2026 edition and #1 of 18 in Beauty, down 1 place on last month. We estimate Glossier's revenue is shrinking year on year (high confidence). Branded search is declining sharply over the past year, with a seasonal peak in November and December. In Beauty, its closest competitor is Summer Fridays (#15).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree; with low confidence we only call growth or decline on a big move.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Year on year, high confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big Glossier is today: #6 of 429 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: declining fast (50 = flat).
what drives the score Is Glossier's revenue growing?
We estimate Glossier's revenue is shrinking year on year (high confidence). Branded search is declining sharply and site traffic is declining sharply year on year, pointing the same way, so confidence is high.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Glossier growing?
Glossier's Momentum score is 21.7, which means it is declining fast (50 means flat; a brand that doubled would score about 88). Branded search is declining sharply over the past 12 months. Site traffic is declining sharply over the same 12 months. Its size score is driven most by social audience, with site traffic relatively weakest.
About Glossier
Glossier is a beauty brand selling skincare, makeup, body care and fragrance products directly to consumers through its own website and retail stores. Its range includes cleansers, treatments, sunscreens and moisturisers in skincare; face, brow, eye, cheek and lip products in makeup; the Balm Dotcom line; body washes, lotions, oils and deodorant; and a collection of Glossier You fragrances. Products are also grouped into curated sets across these categories.
Glossier competitors
The beauty brands closest to Glossier: same kind of product first, then the nearest in size. See every brand in Beauty or the full D2C brand rankings.
Skincare and hybrid makeup for effortless everyday routines
Makeup and skincare hybrid cosmetics brand
Clean, skincare-led skincare and makeup essentials
French skincare with short, transparent formulas made in France.
Vegan seaweed-based skincare and body care
Glossier vs Summer Fridays
Glossier is the bigger brand (Scale 76.3 against 71.7), while Summer Fridays is growing faster (Momentum 31 against 22). See Summer Fridays' page.
| September 2026 | Glossier | Summer Fridays |
|---|---|---|
| Overall rank | #6 | #15 |
| Beauty rank | #1 | #5 |
| Scale (size) | 76.3 | 71.7 |
| Momentum (growth) | 21.7 | 30.9 |
| Branded search | 80 | 83 |
| Site traffic | 60 | 50 |
| Social audience | 91 | 84 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Glossier branded search volume
How often people search for Glossier by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is declining sharply. Demand is seasonal, peaking in November and December and lowest in August.
Glossier's audience, products and channels
Social audience
- Instagram glossier 3,128,159
- TikTok glossier 1,100,000
Also on Pinterest and Facebook.
Followers as shown on each platform, collected for the September 2026 edition.
Products
- Products in store112
- New in the last 90 days5
- Typical price€24
- Price range€5 – €200
From Glossier's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in the UK, the US, Australia and Canada.
Ecommerce stack
- Email & SMSKlaviyo
- SubscriptionsRecharge
- ReviewsYotpo
- Customer serviceGorgias
- Cross-borderGlobal-e
Tools detected on glossier.com; detection covers common apps and may miss some.
Glossier: common questions
What does Glossier sell?
Skincare, makeup and fragrance sold direct to consumers. Known for: Balm Dotcom, Glossier You fragrance, Skincare, Makeup and Body care.
Where is Glossier from?
Glossier is based in United States.
Where can you buy Glossier?
Glossier sells through its own online store and selected retailers. Its online store is at glossier.com.
Is Glossier's revenue growing?
We estimate Glossier's revenue is shrinking year on year (high confidence). Branded search is declining sharply and site traffic is declining sharply year on year, pointing the same way, so confidence is high. Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales.
Who are Glossier's competitors?
Glossier's closest competitors in the Beauty category are Summer Fridays, Kosas, Versed and Typology.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. September 2026, method v1.3. See the methodology, or report a correction.