Bye Bye Girl Boss - The Downfall Of Glossier - Behind The Beauty

[@AllezVous222]

At the time, Glossier was a breath of fresh air to those of us who either didn’t look good with, or weren’t interested in, the cut - crease, ultra - contoured, dramatic false lashes, and overly sculpted eyebrows look of the 2010s. People are so quick to forget history, I think. At that time, if someone didn’t have those makeup looks, they were made to feel ugly, or that their makeup was “wrong,” etc. And then entered a brand like Glossier that seemed to tell us, “Hey, it’s okay to want to look like yourself! It’s okay to want to look polished but still recognizable.”

[@phantomlegs]

Exactly

[@tammystiletto]

@@MikaRomeoright maybe it was a high school thing. As in my 20s being an adult in LA the cut crease was a choice but never the standard.

[@MNK90-m1z]

Wtf are u talking about.. get off the internet maybe😂 or maybe it's about where you lived then🤔

[@HecticArtVideos]

Thank you so much for calling George Floyd’s death a ‘murder’. A lot of people try to avoid it, but I love how you point blank said it😊

[@noprogressionisregression6854]

Anyone who is trying to avoid saying this, is a denier and people pleaser

[@BurntGrilledChezze]

Wait people avoid calling it a murder?

[@TheAllieBuba]

Oh absolutely was! I agree. I am so happy I found a bubble of people who "get it" has "seen it" growing up and now that we are adults we know can "fix it" or at least start healing

[@mr.bingusthecat]

@@BurntGrilledChezze sometimes people wanna avoid discourse because it can upset their right-wing audience, so they talk about it as neutral as possible. like the comment before said, it’s essentially people pleasing. i, personally, think it’s really gross but like it’s probably morally dubious at best and disrespectful at worst

[@TreasureForeverOfficial]

!!!!!!!!!!!

[@H.A.-zr2wc]

Narrate an audiobook already, god i love your voice💜

[@rosettasilvermist]

Seriously though. I had my red light mask on listening to this and I didn't even realise it had turned off his voice is so calming

[@AngieDeAguirre]

Pwease!!! ❤

[@livquin8557]

In Sundays live I think he mentioned liking thrillers but not a big reader. But his voice would be perf for a thriller/crime series or dystopia sci-fi 🤔

[@Baileybooandecho]

Absolutely! I listen to audio books on Audible. The narrator can make or break the story. ❤

[@madilops]

I fall asleep listening to him almost every night...

[@IronWangCreates]

I love the little section/chapter intro slides. It makes this feel like an educational video. Honestly, I’d feel so comfortable showing students a video set out like this if it was about something relevant to a subject we were covering, they’re so well done

[@mrsgleek12]

i like it too! keeps it easier to follow and pause if needed

[@Chachixo]

I think it's great for people that are not seeing as well - love an accessible video!

[@anny8720]

I don't see them anymore, not sure if that's a issue with youtube on my end or if he removed them 😔

[@aesinam]

He says the chapters at the beginning of each. Not video divided into chapters ​@@anny8720

[@debbiemaguire]

who cares he's no loss

[@moharagrawal]

Hi James I’m legally blind and turn off voiceover while watching KZbin /longer videos and in your last video of behind the beauty I kept checking if my phone had turned off or if I was getting a call when we were transitioning betweeen chapters. I really appreciate the change in this video and it’s so wholesome now. Thank you so much I’ve been loving so many of your recent series

[@sharimeline3077]

I'm an older mature woman, and I've worked in retail my whole life, including some beauty retail shops. I have to say that this type of behavior in retail spaces is so common. Customers treating POC differently, and management turning a blind eye to it, or blaming the employee, then placating rude customers. One thing I've learned over and over in my life - never trust a company's branding. We've all heard of greenwashing at this point. Well there's inclusivity-washing too. So never fall in love with a brand's marketing, they are just trying to get your money. Find out if they stand behind their image. Very few live up to their image. Having said that, as an older woman, I find Glossier style products really work well with my type of skin. Older women can't use heavy foundation or overly pigmented products. Well, of course you can use whatever you like, but most aging skin loses some pigmentation, becomes more dry, and gains some texture. So really minimal, glowing products look great because they don't dry the skin or worsen the appearance of texture. Futuredew is a favorite product for me, and often I use it instead of foundation. In fact, I'd love to know if there are other products out there that do the same thing. And when it comes to shade range, they dropped the ball with their foundation, but Boy Brow is one of the only brow products that come in gray to match my hair color. So those are the two products I still buy from Glossier - gray Boy Brow and Futuredew. If you have alternatives to these products that work basicaly the same, I'd love to hear of them.

[@GamerBunny2024]

Have you tried the Natasha Denona Hy-Glam serum primer? It's very much like future dew and it doesn't feel as heavy (but still has a very dewy finish). I have dry skin and use that under Ilia foundation serum (which is pretty oily on its own) and it makes me glow. I'm 40 btw, so I'm always looking for minimal looks that don't settle on dry skin.

[@sienna1]

Futuredew: Milani dew drops, saie glowy super gel, laneige makeup serum, glow recipe watermelon dew drops Boybrow: Elf wow brow, Benefit gimme brow

[@sharimeline3077]

@@sienna1 Ooh the Benefit brow product comes in gray, I'll remember that. Too bad the elf one doesn't. I'll for sure check out the products you listed, thanks.

[@perfumetherapie]

@@sienna1…awesome thanks!!

[@pearinsomnia9188]

Look at By Terry’s complexion products, and the Chanel skin tint-prestige brands tend to cater to a slightly older clientele, meaning richer formulations. Sisley has a gorgeous tinted moisturizer that is my holy grail but is painfully expensive. Chantecaille and Surratt complexion products are also probably right up your alley.

[@akira_ariga]

I can’t imagine breaking personal space and then getting upset that the person had a reaction to that. Customers are unhinged, and any company that doesn’t back up their emps in those times is also a bright red flag Like what are you doing laying hands on my team

[@JamesWelsh]

After years of working in retail, unfortunately those stories don’t surprise me anymore 😭

[@jessabeauty917]

Those type of customers make reasonable customers want to shop online. It’s not just bad for employees.

[@ambersmith2612]

Because they don’t view us as people to begin with

[@finallykat1299]

I really appreciate talking about the retail employee experiences, as I worked retail management for years and saw this kind of micro (and not so micro) aggression exist, often unaddressed, in the space. I literally had a SM take me aside to "ask" me about an associate who had started to wear her hair natural and if I thought it " fit the brand." I was confused, as not only did she look great, but several of the models on our site and catalogs wore their hair the same way. She dropped it, but I never really trusted her comments on that employee's deportment ever again. Edit: well, really any employee, as she mostly hired a very particular type of employee description, so anyone outside of those parameters

[@noprogressionisregression6854]

So, a black woman with natural hair? Damn, not surprised....

[@talynhastime9343]

I understand the history of why natural hair is disliked-it’s attached to black bodies and everything associated with blackness has been demonized-but it’s still crazy to me how natural hair is viewed as unprofessional. Healthy black hair looks different from healthy white hair. The association of voluminousness and curliness with “wildness” or “unkemptness” or even “dirtiness” is so unchallenged and accepted without a thought by many people to this day.

[@lifewithklc]

Hence why there is now The Crown Act in some states ( is it federal too?). Imagine having to have laws enacted simply because of how hair grows out of your head. Being Black is exhausting.

[@oliverwortley3822]

good, we don’t care

[@chadingus]

@@oliverwortley3822 who is "we" bro💀💀

[@SienAppelsien]

Today i found out that ive been watching you and your twin brother simultaneously thinking you were the same person 😭😭

[@H.A.-zr2wc]

We've all been there😂😂 In a while you'll think: was i blind not to see the difference?

[@zulemapalito]

You have to watch their joined channel for your weekly reminder that they're not the same person😅

[@drawntowardmadness]

You'll LOVE their combined channel!!

[@lorih8356]

I JUST REALIZED TOO!🫢😅

[@nora_n3ko324]

It took like 5 videos for me to fully realize it’s 2 twins. I kept thinking wow Robert looks different

[@Kalidreamine]

I low key forgot why I never bought glossier and then I remembered that at the time it was popular, I had severe acne and the company’s marketing and products did not seem to be geared towards someone like me. It’s crazy that my skin has come so far i had to think back

[@H.A.-zr2wc]

Friday doesnt start until the Welshes walk in 💜💜💜💜

[@desiraebates9781]

YAS!!!!!!

[@pdobani]

Agree💯%😂😂😂

[@yeahimashley9515]

You said it 👏🏾👏🏾💜

[@okkehh293]

FORREAAL🕺🏽🕺🏽✨

[@ErinCooper-Douglas]

It's so wild to me that while this brand launched in 2014, Australians will be able to buy it IRL for the first time in two weeks time. It took them A DECADE to bring their products to Oz! I know we're not a huge market but I remember being desperate to get my hands on Glossier in 2016/2017 only to find there was no way I could (they weren't shipping here yet either). So many countries were in the same boat. If you're trying to "democratise beauty" and capitalise on your growing success, why they kept their market so small for so long will forever remain a mystery to me

[@judymcdougall]

James this is great content. We need more of these back stories ♥️☮️🖤

[@JamesWelsh]

More coming soon! ☺️💜🙏🏼

[@H.A.-zr2wc]

THE SHIRT!!!❤

[@cloudy-vy7uy]

do you have any idea where it's from!? i love it!!

[@imloveeatfries]

​@@cloudy-vy7uy i would like to know where it's from too!

[@H.A.-zr2wc]

@@cloudy-vy7uy No i dont, i'm sorry!

[@riel3287]

​@cloudy-vy7uy not sure the shirt brand but i think the character on it is esther bunny, so at least that helps when looking for it

[@aaunyea4799]

For anyone who wants to know, it's the Esther x Lazy Oaf Bowling Shirt

[@loonastrawberry]

i never knew that glossier was so popular until they closed, lol. in my country, all we knew about glossier is those really popular aesthetic pictures of their lip glosses. i didn't even know that they had other products, lol

[@cupid3890]

Rip, didn’t get to buy into the hype while it lasted 😔

[@mypathunfolding]

Thank you for reading the chapter names out loud! It helps when I’m “watching” your videos while doing my skincare for the evening!

[@amaniiexxchnge]

U and ur brothers channel gives me so much peace. No yelling the way both of u guys talk is so soothing. I could listen for hours. Time to get into true crime or audio books 😅

[@ChrystalVanDusseldorp]

Glossier always seemed like almost no makeup for a lot of price. It also seemed like it wasn't for my skin type (oily, acne-prone, textured) or my aesthetic (I like my makeup to be impactful), so I've never been interested. Thank you for all the awesome information. 🖤💜🖤💜

[@Ajae78]

Love James’ take on everything. He’s always respectful but honest. I now cringe when I see any beauty product claiming to be “clean and natural”. It’s interesting how almost every “girl boss” from the 10s has gone down in flames. Emily has her issues - namely she was obsessed with Glossier being a tech company for some bizarre reason and lost the plot - but I think she had decent intentions. She doesn’t seem near as bad as say Leandra Medine. Ironically, Glossier’s newest products are pretty good but the brand is considered passé now.

[@LP-ct9nk]

Probably because if you can get in early tech creates huge profits for people at the top of these startups. There was also probably some branding and “I want to be in the business world and taken seriously, but I don’t have many ideas for a new tech product” vibes going on as well

[@peep3616]

Is Glossier widely considered outdated? I know James kept mentioning Millenials, but I’m a Gen Z and most people I know use/own at least one product from glossier

[@littleblackpistol]

Because every girl boss, just like every giant tech bro, is a greedy materialistic person just using diversionary rhetoric to disguise it.

[@pinkapoppy]

I’ve loved the video essay-style content lately! don’t be afraid to make even longer form content, I think we all enjoy a long video every now and then 😊

[@sprig.sprout]

Yaas

[@danica5235]

your shirt with the little bunnies is soooooo cute

[@NeoStar]

I don’t know the shirt brand but the bunny’s name is Esther Bunny. 🐰 💕

[@missxteen]

Really love the "Behind the Beauty" format, James 🥰happy weekend!

[@juliasantosmoura1298]

Into the Gloss interviews/profiles were sooooo enjoying. The Internet had never produced anything in that level since

[@rinnw4746]

I remember being a senior in college when glossier came out and being so sad I couldn’t afford anything when all the rich white girls in my sorority had all the products 😂….and how nothing worked for me once I got it 😅

[@x-gate-gate-gate]

If that picture is of you, you are absolutely gorgeous girl!! Sorry the makeup world is taking so long to recognize that there are more skin tones than shades of pale

[@rinnw4746]

@@x-gate-gate-gate It is and thank you so much - you just made my week 😊

[@oliverwortley3822]

you are so pretty and beautiful

[@loloabq]

@@x-gate-gate-gateI have to second this! You’re STUNNING!! @rinnw4746 ❤❤❤

[@harrietxo2310]

You’re absolutely gorgeous holy shit. Bloody stunning

[@AKbaby89]

When Glossier had a pop up shop in Seattle, i tried going like 4 different days, but im disabled, and the line was blocks long, and i cant stand for that long. One time i waited almost an hour, but we hardly moved at all, so i ended up leaving. And that time i even brought a little bag with blankets in it so i could sit on it😂😂 this was in like 2018 i think, maybe 2019.

[@TheAvengeddonut]

These beauty documentaries are so enjoyable! You're such a good narrator, and its so easy to listen to ❤

[@kimberlymichellethomas9964]

Just want to say thank you for your research and insight, and also for the care you put into the production and visual beauty of these episodes. I'm really enjoying the "Behind the Beauty" series, cheers!

[@standdownrobots_ihaveoldglory]

When your first thought is “now what product did James say is causing his skin to look so freaking amazing?” Now I’ve got to rewatch your recent vids after this. Wow you look just so healthy, well rested, & energized! I refuse to believe it’s just a product giving you such a glow but tbh I’d be thrilled to get 25% of that fresh-facedness , I gotta try it…

[@-xxMelissaxx-]

Just FYI he did say in a yt community post that he had to move his lighting temporarily, so the position of the lights was making his skin look extra extra dewy recently. Don't know if he's corrected the light position now. 🙃

[@jodiegordon5559]

I pop him on a playlist whenever I hear or see anything of interest to me! Lol. Srsly tho, like anything that works for dark circles or hyperpigmentation I pop in my 'Eyes' list. I also have a 'James' list & a 'Robert' list. So I know, that there is something important for me in those episodes cos I made the effort to save them... I'm a "List" person, case u couldn't tell? Lol

[@cathyb214]

Thank you for reading the chapter titles!

[@JamesWelsh]

Pleasure! ☺️🙏🏼

[@theresegalenkatttant]

i love that you have different chapters. it makes for good pauses and my adhd brain likes it❤

[@gracesalinas5143]

I remember being obsessed with Glossier when I was in middle school but I didn't know why.

[@lifewithklc]

I’m so glad you’re covering this. I’ve read articles about them and was surprised it didn’t get the coverage it deserves. Welllll, maybe I’m actually not surprised. 😒😒

[@AlexandraMorrow]

I just find it incredible that I was a social media obsessed teenager who watched youtube tutorials during their rise and never picked up on how huge they were 😅

[@tiffanywilliams7763]

I have never been interested in the Glossier brand, but your content is so interesting with how informative it is, I'll watch you talk about anything James.😊🖤🤷‍♀️

[@stinajones9847]

Loved this deep dive. Glossier never felt like a brand meant for me. I see that feeling was right. Their employee's experiences are appalling!

[@MadameChouette800]

I am a millenial and i heard of glossier for the 1st time a couple of months ago. I am not millenialing right.

[@AngieDeAguirre]

I heard it years ago, but only because of James and Wobert ñ.ñ

[@deedeedussard]

Nah your doing it perfectly

[@vanessaa7602]

You didn't miss much 😂

[@Lauren.E.O]

I just learned about it for the first time through this video 😅 I may have missed some things over the years

[@riwilliamss]

First off, I loveeeee your shirt! Secondly, I love this series so much bc it helps me understand business so much as well as what not to do in my business.

[@jennyampc]

I can't...After all the twin videos, hearing you pronounce L'Oréal correctly, makes me chuckle even more.😄

[@carolinelertoria5838]

LORREL 😂

[@oldnan6137]

I am so excited that Glossier brought back the Original Balm Dot Com formula!!!! Smartest move they have made in years!!!!

[@lisadgingersnaps9843]

Yeah, changing the Balm dot Com formula was a huge mistake. Definitely glad they are course correcting and going back to the old formula.

[@stancexpunks]

Now they’re discontinuing their sunscreen and only selling their sh!tty new silicone based sunscreen

[@Lillisssss]

Your shirt is giving me life

[@jojomarch]

Loved this, so interesting. The original balm Dotcom is back in all flavours now. The Glossier IG was always good for a laugh, so many people wild mad about the balm formula and the perfume!

[@melimeli680]

The constant price increases has seemed like a really odd move from Glossier. It feels like they're always announcing a price increase of £2-4 every time but they're never clear as to why they're doing it.

[@LP-ct9nk]

Upper management wants to keep their profit margins and bonuses

[@littleblackpistol]

Greed.

[@cassieblack1776]

Inflation. Maybe lol everything is up 20% and some things are up even 50%

[@thesussexbunion]

Jame's voice is ASMR to me now.😂 I don't suppose you'd consider reading an audio book, would you?😅

[@creativefierce]

I need an 8 hour loop to go to sleep with 😊

[@jodiegordon5559]

​@@creativefiercewhy don't you put on one of his playlists! Only problem is they can be distracting if you haven't already seen some of them cos they're too interesting to be able to sleep! Lol

[@creativefierce]

@@jodiegordon5559 Smart idea! And I think I've seen pretty much all of them more than once :D

[@theriveroftruth]

as soon as i heard teen vogue internship, i knew there was gonna be a reference to the hills, i just got flashbacks to those episodes! LC was such an icon 😅

[@elizabethschuhart8796]

I'm so glad that you covered this!! I've said for the longest time that they are the Regina George of the beauty community. They used to seem amazing but they changed and showed their true colors.

[@adafihj6439]

Glossier really is the white Millennial brand because they didn't have stuff for deeper skin tones in those first years

[@pinagrrrr2280]

Jesus they started with skincare and brows and if the complexions aka foundations wasn’t inclusive it might have been bcs the formulars back then weren’t working hell RiRi started her own line bcs She was unhappy with all the brands. So you should stop picking and blame them all.

[@AllezVous222]

The only complexion product they had was the Skin Tint, and each shade was sheer enough to take care of 3 - 5 different shades. So, while it’s now trendy to cry “GlOsSiEr wAsN’T iNcLuSiVe,” the Skin Tints actually WERE very inclusive in what they did, and people from that time (those who actually deigned to try the products before presenting their assessments) would agree.

[@adafihj6439]

@@pinagrrrr2280 when people hear inclusiveness in brands they go straight for the complexion products argument and forget that other aspects of makeup also need to be inclusive. Speaking from experience you have to consider brow products with each depth to not only match the hair but show up on dark skin. Cheek products that look good on deeper skin tones that don't look like clown makeup. Eyeshadow that actually show up on eyelids without the use of a nearly white base. When people ask to be included in brands it's not only foundation ranges we ask for. Sometimes it's about other products just showing up on the skin. Even today there are brands I avoid because of this

[@adafihj6439]

@@AllezVous222 see my reply above. It's not always about complexion products

[@adafihj6439]

@@pinagrrrr2280it seems like my reply got deleted. However it's not always only about foundations. Speaking from experience it's about brow products being dark enough and showing up on the skin without looking grey. It's about blush and lip products that complements darker skin tones without looking like clown makeup. It about eyeshadow that shows up on darker skin tones without the need of a nearly white base. It's way more than complexion products but thanks for the snark

[@milliereeves2215]

Yes! I've been waiting for a Glossier deep dive from James 💓

[@julianajaxson]

When I say I bought one thing from them and it didn’t feel right (before finding out about all of this) I returned it immediately and said I’ll never buy from them again despite their seemingly good reviews. Intuition wins today.

[@hellzbelle229]

They have been on my list of brands to try for years, but I just never got around to it. I’m glad I never did. Thank goodness for intuition, indeed!

[@deedeedussard]

Yeah I kinda been side eyeing them for years, in a I want to try but f it I think I'll get this instead

[@Thorswife]

I don’t use any of their products apart from the OG perfume. I have to say it is one of my all time faves for “everyday wear” .

[@Undefinedinc]

First… your voice is soooo soothing. Second… great reporting! I remembering standing in line for an hour for the SF popup back in the day. I still think the milky cleanser is my fav (although I haven’t purchased in a while)

[@sailorsoldier567]

I love when you trip up on your words, your videos are like you just spilling gossip in a conversation, they're so easy to watch ❤

[@BlackCatTarotUSA]

As an almost 57 yr old - mature, dry skin - their "After Balm" is a fantastic product. I use it daily. Honestly - having used Le Mer - it is the closest to it's dewy moisturizing effect I've found for sooo much less. No other brand yet has come close to how good Le Mer has treated my skin with the exception of Glossier.

[@jodiegordon5559]

I wanna say that James has done a deep dive into Le Mer also! There def IS one a really good one, most of the time when I recommend things like this, it usually turns out to be James lol.

[@amymarxer6559]

This is like a mini documentary! Love this format, James. 💜

[@teri2466]

I just saw the list of sources you used to put this together. James, you do this so damn well 💜

[@EmilyRedeker]

I still have some of the pink bubble wrap bags, I use them when traveling and they’ve been to Europe and back at this point 😂 Some of Glossier’s products are still some of my favorites lol, especially their stretch concealer and new foundation

[@paulahenk]

Glossier is hit or miss but when it hits, boy does it slap! Their cloud paints, lipsticks and newest foundation are holy grails in my book 🔥

[@MorganVsTheInternet]

27:03 It’s weird how so many people think putting tech into everything is a good idea!!

[@puffsplus72]

Say what you want, I love their sheer matte lipsticks.

[@tina_smt]

I love that deep dive videos. The one on the Body Shop was fascinating! I hope to see this series continue. Thanks for doing the research and sharing it with us! 😊

[@dinasilva9263]

I love your shirt James, you look amazing💜 And your accent. Omg i could listen to you talking about the weather and it still would sound good.

[@caroline6309]

James, I just wanted to say that you look absolutely stunning. Love the hair and the glowy skin, it suits you very well! Very excited for this video :)

[@torchy1245]

I love these deep dives. Great format!

[@JamesWelsh]

Thank you!!! 💜

[@EauSoRandom]

Genx here - been using glossier since it came out I still love it.

[@gunjansethi2896]

great video James- it reflects your thorough research and a well thought-out video.

[@Yellowducky665]

So interesting!!! Mecca (Australian beauty shop like Sephora but better) just announced that Glossier is coming to their stores very very soon!!! Making Glossier accessible to Australians for the very first time!

[@Whiskin87]

The glossier story is an interesting one!

[@ianakhotsianivska3351]

This was like a nice inspiring lecture! Packed with very good info and also amazingly presented. You are a talent!❤

[@chelseakomula7224]

They also reformulated their primer and perfume… the perfume used to last hours… even days on my clothes, now don’t last longer than 20 minutes

[@EauSoRandom]

I have noticed that about the perfume which is sad because it smells so good

[@shainaannx17]

I love your videos-they are so informative and fascinating. I love how you break it into chapters, too. I didn't know anything about this. It's awful how those poor employees were treated! I was disgusted!! I just remember the hype around the brand and not much else; I've never bought anything from them either.

[@indiajade6246]

loving this series please keep making these kinda videos🩷

[@feveneddy]

It feels like I’m watching a documentary. So detailed. I really don’t use any of these products but I have learned so much. Very informative

[@curryisgood6103]

I remember when those glossier bags were so popular and I also wanted to get one :D time flies

[@fjo7846]

Omg as a glossier lover turned hater and as a James lover I really feel targeted ily

[@adafihj6439]

Really loving the deep dives!!!❤❤❤❤

[@KaylaAvitabile]

This new series is really great James, so thoughtful and interesting!!

[@ChrissieSM]

I must admit I love their stretch foundation and the blushers in little tubes which give you a very natural flush.

[@sophie-2805]

Love how much work you've put into this, love the original style of video ❤

[@moongem4489]

This was so interesting! I'd love to see more video essays like this.

[@Itschloejordan]

I adore you! Thank you so much for creating this video. I have followed you and your advice for years as you turned me on to K-beauty. You are my favorite guru. I recently unintentionally discovered Glossier last year (at my local Marshalls). I don’t know how I missed the brand in previous years, but it didn’t make it on my radar. Possibly because, as you stated, the world was more into IG makeup and not the natural look, or perhaps because they didn’t cater to BIPOC. From the few products I purchased at Marshall’s, I craved more and more (because of how good everything performed). Initially, I kept it at makeup but eventually began using the skincare on my oily acne-prone skin- another success. My skin became the best it’s ever been, with minimal effort or products. By the end of 2023, I was a full glossy girl. I stopped using products from any other brand, and Glossier became my go-to aesthetic (yes, I know I’m very late to the party😏). I thought my love for the brand would be short-lived because I loved Fenty at one time and Mac and Milk. But this hit differently. Glossier has become my all-time fave. It has allowed me to love the skin I’m in but treat it effortlessly and accentuate it without covering it up. I have put all my brushes away because I use the 3 Glossier brushes and fingers. I get the brand and its products. I wear much less makeup than I used to, and I LOVE the infamous Glossier glow. I initially found the products a little pricey, but after using them, I found them worth the price. Your speaking on Glossier was the perfect union for me. Thank you for endowing me with so much information. I would have to say the turn has worked in their favor because they’ve acquired a new faithful customer in me (I shop every drop). I own every product they have and feel confident in their current product range; they’re solid. Now, my beauty routine is simple and quick. I have begun prioritizing my natural attributes like skin and eyelashes and stopped caking on the foundation and ripping my lashes out with strips and glue. I even stopped arching my brows and now opt for the natural shape. This brand has helped me embrace myself (if that makes sense), and I love that. Now, I tell myself, “You don’t need all that. YOU look good.” I genuinely hope things work out for them. 🫶🏽

[@RuthDeane]

Got here so quick! I love James’s videos, I’ve learned so much and have now got a new stash of K beauty products to try out after his advice 💜💜💜

[@tyrellhamilton2502]

Bravo! Such a great mini documentary James, keep it up 👏🏾👏🏾👏🏾👏🏾👏🏾

[@madolynlaurine4288]

I’m surprised to hear that sales dipped in summer 2019 because that’s when their pop up stores were happening in Seattle and Boston. I worked there, they were swamped with people every day

[@aesinam]

After studying many retail companies, it might seem sales (store visits) are high in some areas, but that hardly ever mean it reflects in the company as a whole

[@jodiegordon5559]

Did you ever get your hair pulled or had your face grabbed?!

[@chloesmeeth9871]

One of your best videos. Found this so interesting!

[@Marie-jz1qw]

I remember going to the US in 2018 and my first thought was "I need to go to the flagship store in NYC!" It was insane, I waited so long in a queue outside and we were taken to the store small groups at a time. They put us in an elevator and you'd get to the store where everyone seemed so nice. It was very strange (I'm from Europe so all of this big american experience was already intense lol) but I was just so happy to get to buy some products that I had been seeing online for years. Now 6 years later I'd never do that again but it was an overall okay experience

[@L1ttlef0ot]

They actually just last month changed all flavors of Balm Dotcom to the ‘original’ formula, containing Lanolin and beeswax. As someone who looks for vegan and cruelty free makeup and skincare, I am in the minority here as most consumers are wildly appreciative of this change.

[@sheilahbuettner8452]

Very well done! I enjoyed this - informative and well presented.

[@emmac687]

I love this style of video! ❤ also, cute shirt! Hope everyone had a great start to their weekend

[@vcr6854]

Remember when I first saw glossier in lucky magazine. I’m an old millennial so purchased when they were first released lol.

[@katfayegarrett3872]

Omg...Lucky magazine!❤

[@foreverwander0320]

This was really well done! My history major, Millenial brain loved it. (I also loved the ziplock bag and hated glossier play. It’s funny I never quite realized the universality of that experience.) For better or worse it was great to see a woman-created, woman-lead brand reach such heights.

[@KelechiEzie]

All of the things the editors experienced have happened to me almost verbatim at various jobs !! The not too dark comment too. Good for these women for calling out the bullshit

[@jodiegordon5559]

You've had people grab you by the hair and the face?! (Sorry, I'm late to the video lol. But I'm genuinely shocked!!)

[@jodiegordon5559]

Also, you look like an actress? Are you? Just curious, your pfp is stunning!

[@Mochafruit614]

Omg I loved this!!! Please keep doing more !!!!❤

[@luciea7201]

I had never heard of this brand..(I am French) but I looove ❤ your videos James and this was so interesting! Thank you 🥰

[@bybdbp]

James ur t shirt is sooooo cutttte!!! 🩷🩷

[@candicerichard4427]

I really enjoy you and your brother’s channel. Much respect and love to you both 🫶🏾🫶🏾

[@kashia.steller]

Thank you for showing us the beauty industry from a completely different side. i love your case studies! ❤ Greetings from Warsaw.

[@ThePhasesofaRubyMoon]

These deep dives are everything. 😍💗

[@silentgypsy]

Glossier is about to be launched at a major beauty retailer in Australia and NZ too ;)

[@feliciafelicia6965]

This is informative. I've heard of glossier but never seen or tried the products. Guess I didn't miss anything.

[@lexaprofessional]

i still have some of my old pink bubble wrap glossier bags 😭 i use them to organize some of my supplies

[@MISGummiBears]

I really love how you have chapters to the video! Also your voice is so calming😊