Part of what made Glossier an overnight success was its genius marketing strategy and use of social media to cultivate a dreamy, ethereal aesthetic that was instantly beloved. That said, it’s the quality of the actual products that have not only turned Glossier into a must-have brand for beauty lovers, but it also inspired an Instagram account, Glossier Brown, devoted to people of color who love all things Glossier.
Glossier Brown is the creation of graduate student, Devin McGhee. As a die-hard fan of the brand, she eventually became a Glossier rep before starting the people of color-focused Instagram page of her favorite makeup and skin care brand. It’s almost been a year since its inception, and Glossier Brown has racked up over 1,500 followers since.
According to Teen Vogue, it all started when Devin received a flood of direct messages from women of color asking her questions about how she used the products. She wanted to curate a space specifically for people to share photos, exchange tips and tricks, and create a community. It’s especially intriguing as Glossier received criticism in its early days as a brand catering to light-skinned people with flawless skin. Devin is dispelling that myth, one Insta post at a time.
Even Glossier’s founder, Emily Weiss, follows Glossier Brown on Instagram.
Devin told Teen Vogue that she’s gotten great feedback from the staff at Glossier and feels encouraged and supported by the brand. It goes beyond just enjoying pretty pictures (which we adore!). Devin explained to Teen Vogue:
Glossier always has incredibly diverse advertising campaigns, but there’s nothing quite like being able to directly talk to actual customers who use the products on a daily basis. Glossier Brown is quickly becoming an invaluable resource for people of color who are looking to try the brand, as well as tried-and-true fans, who want to connect and learn more.
At the end of the day, having an online community that brings people together is exactly what Glossier is all about. Devin told to Teen Vogue:
Now that’s a sentiment we can get behind.