How Glossier writes email.
112 emails classified across 7 months, all sent through Klaviyo. Tracked since Feb 2026. Every hook, framework, offer type and CTA — on the record.
Glossier is one of 973 brands tracked in the BadRep vault, classified under Beauty & Style. We've indexed 112 emails from Glossier since February 2026, sent at a cadence of roughly 16/month through Klaviyo. Their program leans on Promotional sends with Direct Offer hooks; below is everything BadRep has noticed about how they actually write to their list.
- Sends 2.9× more often than the median brand BadRep tracks (16 vs 5.5 emails/month).
- Promotional is the dominant program — 46% of all sends (51 of 112 emails).
- Hook of choice: "Direct Offer" — opens 35% of sends.
- Subject lines average 28 characters, tight — most readers see the whole thing in any inbox.
- Promotionally heavy: 52% of emails carry an offer, with "% Off" the most common format.
- Latest send tracked: 2 days ago — Glossier is currently active.
How Glossier stacks up in Beauty & Style.
Against the Beauty & Style field, Glossier runs a more broadcast style than peers (2% personalized vs 19%), and writes longer-form emails than most peers (660 words vs 174).
| Metric | Glossier | Beauty & Style median | Read |
|---|---|---|---|
| Emoji in subject | 16% | 22% | 73% of niche |
| Personalization | 2% | 19% | 11% of niche |
| Median subject length | 27 chars | 34 chars | 21% shorter |
| Median body length | 660 words | 174 words | 279% longer |
Benchmarks computed from 2,203 emails across 104 Beauty & Style brands in the BadRep vault.
What Glossier does on repeat.
Most-used email types
- 01Promotional46%
- 02Product Launch41%
- 03Seasonal / Holiday7%
- 04Welcome6%
Most-used hook types
- 01Direct Offer35%
- 02Bold Claim29%
- 03Curiosity12%
- 04Question7%
- 05Pattern Interrupt7%
The last 6 months of Glossier.
Latest send tracked: 2 days ago. Peak month was Jul 26 with 38 emails.
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Glossier email FAQ.
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