Glossier Partners with Sephora, Makes Changes to Leadership Team

Glossier has made some changes to its leadership team and its business model that includes offering products in Sephora stores.

The beauty brand has promoted Marie Suter to chief creative officer, Kleona Mack to chief marketing officer and has brought on Chitra Balireddi as chief commercial officer, Glossier said in a Wednesday (March 15) post on LinkedIn.

The brand has made several other changes in recent months as well, Digital Commerce 360 reported Wednesday.

It is now available in 600 of Sephora’s physical stores, according to the report.

When announcing this move in February, Glossier said that offering its products in Sephora stores would make its products more accessible to new customers and provide another channel to reach existing ones as they are shopping.

“[Sephora] is a beauty destination and the perfect partner for Glossier’s first-ever retail partnership,” Glossier CEO Kyle Leahy said in a Feb. 23 press release. “We both strive to celebrate the joys of beauty discovery and it’s where so many of our customers are already shopping. Before this collaboration was even announced, Glossier was one of the most searched brands on Sephora.com.”

Beyond that, Glossier has been launching new products every four to six weeks and is looking to expand globally, the Digital Commerce 360 report said.

These moves follow a year in which the brand saw a slowdown in both online and in-store sales, cut one-third of its workforce and saw its founder step down from the CEO role, per the report.

In July 2021, Glossier raised $80 million in a Series E round and said that it had 5 million customers around the world and has “become a household name across generations, especially with Gen Z and millennials.”

Glossier’s changes come at a time when beauty brands and retailers are reporting booming demand for their products.

For example, cosmetics and skincare retailer Ulta Beauty reported March 9 that it earned record sales, profitability and member growth during the quarter ended Jan. 28.

Ulta Beauty CEO Dave Kimbell attributed these results to “product innovation, expanding regimens, new social media platforms, return to work and resumed social activities, and the elevated connection between beauty and overall self-care.”