When Branding Doesn’t Grow Up: Why Millennials are Swapping Glossier for Merit

In less than 10 years, Glossier went from a $1.8B unicorn to a cautionary tale of layoffs and identity crises. They were the blueprint for the "No-Makeup" Millennial—but what happens when that girl grows up? This week, we analyze the business metrics behind the shift from Glossier Pink to Merit Gold. We discuss why Merit Beauty is winning the war for the adult Millennial wallet and the "Product-Market Fit" mistake that cost Glossier its crown.

We contrast Glossier’s "sticker sheet" marketing with Merit’s high-performance minimalism to ask: Should you chase the next generation of youth, or evolve with the one that made you famous?

--

Support this podcast by leaving a 5 star rating and review!

Join us over on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Substack⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ for newsletter access

Join us over on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Join us over on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠TikTok⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠and ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Insta⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ (@itsthoughtfulthreads)

Support this small creative platform with a cup of coffee ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Say hi! hithoughtfulthreads@gmail.com <3