How Glossier writes email.
104 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 928 brands tracked in the BadRep vault, classified under Beauty & Style. We've indexed 104 emails from Glossier since February 2026, sent at a cadence of roughly 14.9/month through Klaviyo. Their program leans on Product Launch sends with Direct Offer hooks; below is everything BadRep has noticed about how they actually write to their list.
- Sends 3.0× more often than the median brand BadRep tracks (14.9 vs 4.9 emails/month).
- Product Launch is the dominant program — 44% of all sends (46 of 104 emails).
- Hook of choice: "Direct Offer" — opens 33% of sends.
- Subject lines average 28 characters, tight — most readers see the whole thing in any inbox.
- Promotionally heavy: 48% 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 20%), and writes longer-form emails than most peers (656 words vs 168).
| Metric | Glossier | Beauty & Style median | Read |
|---|---|---|---|
| Emoji in subject | 17% | 21% | 81% of niche |
| Personalization | 2% | 20% | 10% of niche |
| Median subject length | 27 chars | 35 chars | 23% shorter |
| Median body length | 656 words | 168 words | 290% longer |
Benchmarks computed from 2,010 emails across 104 Beauty & Style brands in the BadRep vault.
What Glossier does on repeat.
Most-used email types
- 01Product Launch44%
- 02Promotional42%
- 03Welcome7%
- 04Seasonal / Holiday7%
Most-used hook types
- 01Direct Offer33%
- 02Bold Claim29%
- 03Curiosity13%
- 04Question8%
- 05Pattern Interrupt8%
The last 6 months of Glossier.
Latest send tracked: 2 days ago. Peak month was Jul 26 with 38 emails.
103 more emails inside. All searchable.
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Glossier email FAQ.
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