Glossier is making a play for Gen Z.
The Millennial-favourite beauty brand has inked a deal with pop princess Olivia Rodgrio as their first official celebrity ambassador.
As per the press release, Olivia will “lend her unique voice and perspective to exciting initiatives spanning product, content and creative campaigns, all while connecting with the Glossier community.”
Olivia’s top three Glossier products— Boy Brow pomade, Ultralip tint, and Pro Tip liquid eyeliner— are now available in a bundle, with Olivia calling the liquid liner her “favourite thing in the world”.
The 19-year-old will also collaborate on tour experiences and merch, developing custom sets, and social media content for the brand.
Launching in 2014, Glossier quickly grew a cult Millennial following for its “less is more” approach to beauty and unique direct-to-consumer sales strategy. In its infancy, the company was praised for developing a strong brand identity that sold a lifestyle rather than products while keeping open communication with its followers. However, after several missteps (including an attempt from founder Emily Weiss to rebrand as a tech company), Glossier was unable to match its early growth and has struggled to capture the upcoming generation of beauty lovers.
And if it’s Gen Z they’re eager to tap, they can’t get much more on-brand than Olivia Rodrigo!