Kimber Maderazzo Highlights What’s Next for Glossier in Inside Retail

A new feature in Inside Retail highlights expert insights from Kimber Maderazzo, marketing faculty member at Pepperdine Graziadio Business School, on Glossier's evolving strategy under CEO Colin Walsh.

As Glossier looks to regain momentum, the brand recently announced plans to close most of its retail locations and refocus on core "hero" products, including its bestselling fragrance line. The move comes as the once high-flying beauty brand works to reconnect with consumers and reestablish its cultural relevance.

Maderazzo emphasizes that product innovation plays a critical role beyond immediate revenue impact. In the article, she notes that new launches, such as fragrance "flankers," are less about incremental sales and more about signaling relevance. By building on existing brand equity, these launches can help Glossier re-enter the cultural conversation, particularly as fragrance continues to gain traction in the beauty industry.

She also points to a deeper strategic challenge: balancing the expectations of different consumer generations. While millennial customers tend to value curation and brand storytelling, Gen Z consumers are more experimental, trend-driven, and less brand loyal. For Glossier, the opportunity lies in expanding its relevance without alienating its core audience.

Maderazzo's insights underscore a broader industry reality: brands must continuously evolve their identity and narrative to remain competitive. For Glossier, success will depend not only on operational shifts but on its ability to redefine its voice and reconnect with a new generation of consumers. Read more here.