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Podcast: HBR On Strategy
Episode: How Glossier Maintained Brand Integrity While Scaling
Description: Glossier launched in 2014 as an e-commerce, direct-to-consumer makeup and skincare brand aimed at millennial women. From the start, Glossier’s founder Emily Weiss built a strong digital community around the brand. But after the company received its first major round of funding, Glossier was ready to scale up its marketing spending. The challenge: How to do that while also preserving the brand’s all-important authenticity?
In this episode, Harvard Business School senior lecturer Jill Avery explains how to think about marketing when scaling a business. Drawing from her business case on Glossier, Avery breaks down how their mana...