Brand ads

Glossier Ads: 12 real examples running now

Q: What kind of ads does Glossier run on Instagram?

Mostly clean product images and short product videos, many of them dynamic ads that show a set or a flavour with a price or a gift. A few are creator-style videos. Calls to action are usually "Shop now".

Q: Does Glossier still use community-led marketing in its ads?

It still shows up, mainly through creator content and the friendly tone of the copy. The ads use creators, a makeup artist and a partner post for the Sephora launch rather than a wall of customer photos. The product images themselves are more styled than the early community-driven content was.

Q: How can a small brand copy glossier's ads?

Pair each product with one simple image, one short lowercase line and the price or gift if there is one. Treat a flavour, scent or shade as the hook and style the photo around it, like the gingerbread man for a bakery-flavoured balm. Use one creator video per launch to show it being used.

Q: Why does Glossier show sets and minis so often?

Sets and miniatures lower the cost of trying a scent. The "Icons Set" is pitched as "your introduction to Glossier", and the mini wardrobe kit lets a shopper try four scents instead of choosing one. They also double as gifts, which fits the holiday ads.

Glossier's ads right now are about fragrance and gifting: Glossier You in full size, travel size and miniature sets, limited-edition Balm Dotcom flavours, and a holiday sale with a free gift. The look is soft and simple, with plenty of white space, and the copy talks like a friend ("you smell rich", "we call it holiday math").

Glossier grew through its community, with customer photos, reviews and word of mouth driving the brand. That voice is still here, but the creative is more polished and product-led now. A couple of ads use creators and makeup artists in place of customer snapshots. The ads also tell people where to buy, and some name Sephora as a stockist.

live ads, each annotated

August 2026

oldest still running

Go deeper on GlossierCase study: how Glossier grew on community →

Glossier ads running now

Every ad below is live in the public Meta Ad Library and belongs to the brand that runs it. We show a still frame, the copy, and our read on why it works. Dates are when each ad started running.

Running since August 2026

Dynamic creative · Facebook + Instagram

Glossier Icons Set

Your introduction to Glossier. Meet the Glossier Icons Set: Boy Brow, Balm Dotcom, Glossier You + Mini Beauty Bag.

CTA: Shop now

Hook: A pink beauty bag spilling out lip balm and a mascara, with the text "Glossier bestsellers + FREE Beauty Bag".

Why it works

"Your introduction to Glossier" tells a newcomer this is the place to start. The free bag is the offer, and the picture shows it. Four named products in the copy make the set easy to understand.

See it in the Meta Ad Library ↗

Running since September 2026

Dynamic creative · Facebook + Instagram

Glossier You Duo

Smells different on everyone and that's totally the point! Spritz on the iconic scent in full + travel size.

CTA: Shop now

Hook: A full-size and a travel-size fragrance bottle with "$114" struck out and "$97" in bold above them.

Why it works

The strikethrough price makes the saving clear in a second. Labelling the two bottles "full size" and "travel size" explains the set without copy. "Smells different on everyone and that's totally the point" turns a common worry about fragrance into a plus.

See it in the Meta Ad Library ↗

Running since October 2026

Video ad (still frame) · Facebook + Instagram

Glossier You Duo

One You for your Top Shelf. One for your holiday escape. Shop the Glossier You Duo.

CTA: Shop now

Hook: A framed gift set with the words "we call it holiday math" and a black price badge reading $90.

Why it works

The phrase is a joke about adding up gifts, in the brand's own casual voice. The pink "Limited Edition!" strip across the top adds a reason to buy now. "One for your Top Shelf. One for your holiday escape" gives each bottle a job.

See it in the Meta Ad Library ↗

Running since September 2026

Dynamic creative · Facebook + Instagram

You smell rich

Meet Glossier You Doux. Sweet violet, warm woods, and musk settle into a serene, rich fragrance.

CTA: Shop now

Hook: A collage of fabric, skin and amber stone with the line "you smell rich."

Why it works

The line is a compliment, so it makes the viewer picture the reaction they would get. Texture photos suggest sweet violet, warm woods and musk without needing words. A note that it is "Available at Glossier + Sephora" tells shoppers where to find it.

See it in the Meta Ad Library ↗

Glossier ad: Glossier You Mini Wardrobe Kit

Running since October 2026

Dynamic creative · Facebook + Instagram

Glossier You Mini Wardrobe Kit

You, Doux, Soie, Fleur. Why choose? Gift all four with the Mini Glossier You Wardrobe Kit.

CTA: Shop now

Hook: A pile of mini perfume bottles with a red ribbon, under "your signature, now miniature."

Why it works

"Signature" and "miniature" rhyme, which makes the line easy to remember. The ribbon and tissue paper signal a gift. The body asks, "Why choose?", which turns four scents into one purchase.

See it in the Meta Ad Library ↗

Glossier ad: Build your dream fragrance set

Running since August 2026

Video ad (still frame) · Facebook + Instagram

Build your dream fragrance set

Build your own set with the pieces you love most. Fragrance and makeup, made your way.

CTA: Shop now

Hook: A woman with red hair holding up a handful of perfume bottles to the camera.

Why it works

A real person holding the product gives it a sense of scale and colour. "Build your own set with the pieces you love most" hands control to the shopper. Combining fragrance and makeup in one set widens who the offer suits.

See it in the Meta Ad Library ↗

Running since October 2026

Video ad (still frame) · Facebook + Instagram

Divas, they shrunk the @glossier You bottles 🤏🏽 Let’s style four different outfits inspired by each of these cutie-patootie-sized Glossier You, Fleur, Doux and Soie scents <3 Shop them first on the Sephora App in the…

CTA: Shop now

Hook: A creator holds up four mini perfume bottles, with a note that they can be shopped on the Sephora app first.

Why it works

"Divas, they shrunk the Glossier You bottles" is in a creator's own voice, so it feels like a recommendation. Styling an outfit around each scent gives each mini a personality. Naming Sephora in the copy shows the shopper exactly where to go.

See it in the Meta Ad Library ↗

Running since September 2026

Video ad (still frame) · Facebook + Instagram

A little brow brush-up with @celiaburtonmakeup and our @allure 2026 Best of Beauty winner, Boy Brow ✨🏆

CTA: Shop now

Hook: A close-up of a freckled face with a brow brush mid-stroke.

Why it works

The freckles and the real skin texture show the product on a face that looks like a customer's. The caption mentions a makeup artist and a beauty award, two credibility cues in one line. A "brush-up" frames the product as a quick fix.

See it in the Meta Ad Library ↗

Running since October 2026

Dynamic creative · Facebook + Instagram

Just Baked Balm Dotcom

Burned the cookies? Treat your lips to Just Baked Balm Dotcom's sugary pastry flavor and mauve tint.

CTA: Shop now

Hook: A gingerbread man standing next to a tube of lip balm under "just baked balm dotcom".

Why it works

The cookie makes the flavour visible, so the viewer gets "sugary pastry" without reading it. "Burned the cookies?" is a small joke that makes the copy more fun. The limited-edition ribbon adds urgency.

See it in the Meta Ad Library ↗

Running since October 2026

Dynamic creative · Facebook + Instagram

Toasty Nuts Balm Dotcom

One more party, one more swipe. Go sweet, salty, and subtly shimmery with Toasty Nuts Balm Dotcom.

CTA: Shop now

Hook: A tube of lip balm lying on a bed of roasted nuts under "go nuts!"

Why it works

The nuts match the flavour name, so the picture and the copy agree. A small swatch of product in the corner shows the colour and shimmer. "One more party, one more swipe" ties the product to a moment.

See it in the Meta Ad Library ↗

Running since October 2026

Video ad (still frame) · Facebook + Instagram

Glossier Surprise Sale

Surprise! Take 20% off best sellers. Plus, a free Futuredew Solid on orders $75+. Our treat.

CTA: Shop now

Hook: A bold blue background filled with repeating "SURPRISE SALE" text and small eye icons.

Why it works

The repeated headline fills the frame, so the offer can't be missed. "Take 20% off best sellers" and a free gift over $75 give two clear reasons to click. It's a rare loud ad from a brand that is usually quiet, so the contrast signals a real sale.

See it in the Meta Ad Library ↗

Running since October 2026

Dynamic creative · Facebook + Instagram

Merry Little Gifts

Give the gift of Glossier. Shop holiday favorites, plus a free gift with qualifying orders.

CTA: Shop now

Hook: Stacked gift boxes with scissors and ribbon under "stocking stuffers, sorted".

Why it works

The scissors and tape suggest wrapping, which puts the viewer in the gifting moment. "Sorted" reassures anyone who is behind on shopping. A free gift on orders over $75 gives them a reason to add one more item to the basket.

See it in the Meta Ad Library ↗

Patterns across these Glossier ads

Product sets with a clear price story. "$114 $97" for the You Duo and "holiday math $90" show the saving next to the bottles, so the value is clear before the viewer reads.
Limited-edition labels. A pink "Limited Edition!" ribbon on holiday ads gives a reason to act now without a countdown timer.
Playful food-based styling. A gingerbread man beside Balm Dotcom and a lip product on a bed of nuts make flavour names visual.
Soft, short copy. Lines like "you smell rich", "go nuts!" and "stocking stuffers, sorted" are lowercase, friendly and short.
Creators for the how-to. A makeup artist doing a brow brush-up and a creator styling outfits around the mini bottles show the product being used, not just displayed.

Make your own version

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Start from a template

Free Canva ad templates built on the same layouts you see above.

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Hook formulas and a free generator for the first line of your ad.

FAQ

What kind of ads does Glossier run on Instagram?

Mostly clean product images and short product videos, many of them dynamic ads that show a set or a flavour with a price or a gift. A few are creator-style videos. Calls to action are usually "Shop now".

Does Glossier still use community-led marketing in its ads?

It still shows up, mainly through creator content and the friendly tone of the copy. The ads use creators, a makeup artist and a partner post for the Sephora launch rather than a wall of customer photos. The product images themselves are more styled than the early community-driven content was.

How can a small brand copy glossier's ads?

Pair each product with one simple image, one short lowercase line and the price or gift if there is one. Treat a flavour, scent or shade as the hook and style the photo around it, like the gingerbread man for a bakery-flavoured balm. Use one creator video per launch to show it being used.

Why does Glossier show sets and minis so often?

Sets and miniatures lower the cost of trying a scent. The "Icons Set" is pitched as "your introduction to Glossier", and the mini wardrobe kit lets a shopper try four scents instead of choosing one. They also double as gifts, which fits the holiday ads.

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Ads are from the public Meta Ad Library and belong to their respective brands. They are shown here for study and commentary. We do not know any advertiser’s spend or results, so we never quote them.