How Glossier does email marketing
Beauty & Personal Care51 campaigns · www.glossier.com · RSS
Glossier is a beauty company that sells skincare and makeup products. It offers blushes and lip products.
Glossier sends about 4 campaigns a week, most often on Tuesday around 8pm US Eastern. Its median subject line runs 28 characters, and 12% carry an emoji.
Measured from 51 campaigns sent Jul 14 to Oct 8, 2026. Each figure is set against the typical brand: the median of 129 brands in the archive with at least 12 campaigns.
- Campaigns a week
- 4.2 17% more than typical (3.6)
- Median subject length
- 28chars 13% less than typical (32 chars)
- Median words
- 175 About the same as typical (175)
- Discount in the subject
- 14% About the same as typical (14%)
- Copyable promo code
- 2% About the same as typical (0%)
Latest Glossier emails
All 51 campaignsWhen Glossier sends
Tuesday is the busiest day (up to 25% of sends). 8pm is the most common hour (up to 65% of sends). Across 48 scheduled campaigns; welcome, cart and order emails are left out because they go out when a subscriber acts. Times are US Eastern.
Day of week
Show days as a tableHide the days table
| Day | Campaigns | Share |
|---|---|---|
| Monday | 4 | 8% |
| Tuesday | 12 | 25% |
| Wednesday | 8 | 17% |
| Thursday | 6 | 13% |
| Friday | 6 | 13% |
| Saturday | 7 | 15% |
| Sunday | 5 | 10% |
Hour of day (US Eastern)
Show hours as a tableHide the hours table
| Hour (US Eastern) | Campaigns | Share |
|---|---|---|
| 12am | 0 | 0% |
| 1am | 0 | 0% |
| 2am | 0 | 0% |
| 3am | 0 | 0% |
| 4am | 0 | 0% |
| 5am | 0 | 0% |
| 6am | 0 | 0% |
| 7am | 1 | 2% |
| 8am | 2 | 4% |
| 9am | 0 | 0% |
| 10am | 4 | 8% |
| 11am | 2 | 4% |
| 12pm | 1 | 2% |
| 1pm | 0 | 0% |
| 2pm | 0 | 0% |
| 3pm | 0 | 0% |
| 4pm | 0 | 0% |
| 5pm | 1 | 2% |
| 6pm | 3 | 6% |
| 7pm | 3 | 6% |
| 8pm | 31 | 65% |
| 9pm | 0 | 0% |
| 10pm | 0 | 0% |
| 11pm | 0 | 0% |
Glossier subject lines
The median runs 28 characters across 5 words, against 32 for the typical brand. The words Glossier reaches for most: “free”, “off” and “new”.
- “NEW! Glossier You Mini Wardrobe Kit 🎀” 37 chars · Oct 7
- “Our 2026 Holiday Gift Guide is here!” 36 chars · Oct 6
- “What are you being for Halloween?” 33 chars · Oct 4
- “Your fall face awaits” 21 chars · Oct 3
- “Something festive’s right around the corner…” 44 chars · Oct 2
What Glossier sends
Promotions & Sales is the campaign Glossier sends most, at 35%; no type is a majority. Welcome, cart and order emails were set off by our own signup, so they do not count toward that.
The stack behind the sends
Glossier sends with Klaviyo and publishes a DMARC reject policy.
Sends with
Domain authentication
Mail failing authentication is rejected outright, the strictest setting.
SPF also authorizes SendGrid to send as this domain, which usually means other tools sit alongside Klaviyo.
The median Glossier campaign carries 9 images.
Compare Glossier with Sol De Janeiro and WONDERSKIN
See how Sol De Janeiro and WONDERSKIN send, same industry and measured the same way. Or compare with every Beauty & Personal Care brand and the whole archive.
How this is measured
Every figure comes from real Glossier emails captured in Inbox Archive, not from a survey or a vendor report. Medians and the campaign mix appear once a brand has 12 campaigns archived, and the day and time charts once 12 of them are scheduled sends. “Typical brand” is the median across the 129 brands that clear the same bar, each counted once however much it sends; it uses the brand’s own industry once enough peers qualify. Campaign types are sorted automatically. Discounts are read from subject lines, and a copyable code counts only when one appears in the email, so offers applied at checkout are missed.