Glossier to invest in customer experience
NYC-based beauty brand Glossier Inc. announced on Friday that it has secured $52 million in Series C funding, bringing its total funding up to a total of $86 million, which it intends to put towards developing customer experience initiatives.
In a release, Glossier Founder & CEO Emily Weiss stated that the company is planning new digital products based around a “people-first ecosystem”.
“E-commerce has made buying easier and more efficient, but discovery less fun and meaningful. Our direct-to-consumer model has enabled us to build uniquely powerful relationships with every single one of our customers on a personal level. We know that our customers are driven by the excitement of finding a new beauty product that they love, through someone they trust”, she explained.
Glossier sells a portfolio of skincare, makeup, body, and fragrance ranges through a customer-centric digital-first strategy. The company operates through its website, which ships to the US, Canada and the UK, and has also run a New York showroom since 2015.
The brand expanded into two new countries and two new product categories last year, and now operates offices in London and Montreal.
The beauty industry is a fast-growing sector, with analysts at Inkwood Research predicting it will be valued at $750 billion by 2024. It is also an industry that has seen a good deal of technological innovation in recent years, with everything from community-oriented data processing to AR makeup try-on apps leveraging new technologies to enhance the experience of beauty consumers.
In this context, and with Glossier’s track record with consumer-driven initiatives, the company’s plans to invest in customer experience could well be worth keeping an eye on.
Glossier’s latest round of funding was led by existing investors IVP and Index Ventures.
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