Is Glossier Still the Cool Girl of Social?

Glossier, once the darling of Instagram beauty, is posting more than its competitors... However its been getting less love in return. Our recent audit compared Glossier to Milk Makeup and Kosas across Instagram, Facebook, and TikTok, and the findings were clear: more posts ≠ more engagement.

Our recent competitive audit comparing Glossier to Milk Makeup and Kosas revealed a hard truth: Glossier is showing up a lot, but not making much noise. Despite posting more frequently than competitors, engagement rates are significantly lower. Milk and Kosas are focusing less on quantity and more on strategic content buckets like promotions, education, and event storytelling, and it’s paying off.

The data shows that Milk Makeup excels through creator collabs and educational posts, while Kosas drives high engagement through bold, event-driven content. Meanwhile, Glossier leans heavily into user-generated content (UGC) which reflects its community first brand story, but misses opportunities in key areas like tutorials, promos, and interactive storytelling.

So what’s next?

To stay relevant, Glossier needs to diversify its content mix. Educational content, teaser campaigns, and more engaging storytelling formats could help the brand recapture its edge. It's not about posting more, it's about posting smarter.