Glossier Built a Cult Brand and a Digital Community, but What’s Next?

The digital-first, direct-to-consumer beauty brand Glossier considers marketing strategies that move away from organic community support and toward influencer marketing and paid media. But what does that mean for its loyal digital community?

Harvard Business School professor Jill Avery discusses the debate in her case, “Glossier: Co-Creating a Cult Brand with a Digital Community.”