BADREP / GLOSSIER EMAILS

How Glossier writes email.

32 emails classified across 4 months, all sent through Klaviyo. Tracked since Feb 2026. Every hook, framework, offer type and CTA — on the record.

E-commerce & DTC

Glossier is one of 339 brands tracked in the BadRep vault, classified under E-commerce & DTC. We've indexed 32 emails from Glossier since February 2026, sent at a cadence of roughly 8/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.

● WHAT WE NOTICED
  • Sends ~1.6× more often than the median brand BadRep tracks (8 vs 5 emails/month).
  • Promotional is the dominant program — 47% of all sends (15 of 32 emails).
  • Hook of choice: "Direct Offer" — opens 38% of sends.
  • Subject lines average 24 characters, tight — most readers see the whole thing in any inbox.
  • Leans on emoji in subject lines — 22% include one, vs catalog median of 7%.
  • Promotionally heavy: 56% of emails carry an offer, with "% Off" the most common format.
  • Latest send tracked: 3 days ago — Glossier is currently active.
● LATEST EMAIL ON RECORD

Their freshest send — every angle dissected.

Glossier email: How to survive your graduationOpen in the Vault →
May 18, 2026Seasonal / Holiday

How to survive your graduation

Sweet advice from us to you

HookQuestion
FrameworkStory-led
Funnel stageBOFU
AwarenessProduct-aware
Words683
CTAs4
Primary CTAShop now
Psych triggers:
PersonalizationAspiration
Takeaway

Glossier offers personalized makeup recommendations for graduation day, featuring cry-proof and long-wearing products that fit in small spaces.

● THE PATTERNS

What Glossier does on repeat.

8
emails/mo
4 active months
0%
personalized
merge tags + dynamic content
22%
with emoji 📨
avg subject: 24 chars
3%
with animated GIFs
motion in the inbox

Most-used email types

  1. 01Promotional47%
  2. 02Product Launch28%
  3. 03Welcome13%
  4. 04Seasonal / Holiday13%

Most-used hook types

  1. 01Direct Offer38%
  2. 02Bold Claim28%
  3. 03Story9%
  4. 04Pattern Interrupt9%
  5. 05Problem6%
● SEND CADENCE

The last 6 months of Glossier.

Latest send tracked: 3 days ago. Peak month was Feb 26 with 10 emails.

0
Dec 25
0
Jan 26
10
Feb 26
6
Mar 26
10
Apr 26
6
May 26
● THE REST OF THE STASH

31 more emails inside. All searchable.

A peek at the back catalog. Subscribers see them in full — every screenshot, raw HTML, full classification.

May 14·Product Launch
Eau de main character
May 13·Product Launch
A new chapter begins
May 8·Product Launch
Meet The Grad Look!
May 7·Promotional
Going up?
May 4·Promotional
🚨 The Spring Fever Sale ends tomorrow 🚨
Apr 30·Promotional
Smells like 30% off
Apr 28·Promotional
You smell good
Apr 24·Promotional
Still on! Spring Fever Sale
Apr 21·Promotional
🌸The Spring Fever Sale 🌸
Apr 21·Seasonal / Holiday
In case you forgot…
Apr 20·Seasonal / Holiday
It’s officially Taurus Season!
Apr 18·Promotional
Fully booked
Unlock 19+ more Glossier emails →
● COMMONLY ASKED

Glossier email FAQ.

What email platform (ESP) does Glossier use?
Glossier sends through Klaviyo, based on 32 emails analyzed by BadRep. ESP signals come from sending infrastructure (return path, DKIM, List-Unsubscribe headers) — not self-reported.
How often does Glossier send marketing emails?
Glossier sends roughly 8 marketing emails per month, averaged across 4 months of tracked activity. Peak send month was February 2026 with 10 emails.
What types of emails does Glossier send?
Glossier's most-used email programs are Promotional (47%), Product Launch (28%), Welcome (13%). The full classification covers 4 distinct email types across BadRep's taxonomy.
What hook types does Glossier use to open emails?
Top three hook types in Glossier's subject-line + opener combinations: Direct Offer (38%), Bold Claim (28%), Story (9%). BadRep classifies every email's opening hook to make stylistic patterns searchable.
How long are Glossier's subject lines?
Average subject-line length for Glossier is 24 characters across 32 emails. 22% include at least one emoji.
What offers does Glossier run in email?
56% of Glossier's tracked emails carry a promotional offer. The most-used offer format is "% Off".
What category is Glossier in?
BadRep classifies Glossier under E-commerce & DTC. Niche tagging reflects the audience signal in the emails themselves, not the brand's own positioning copy.
Where do these Glossier email examples come from?
Every email in this analysis was received, classified, and indexed by BadRep — a searchable email-intelligence vault. Subscribers can view full screenshots, raw HTML, and 20+ filter dimensions per email.
● ADJACENT TARGETS

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