Bye Bye Girl Boss - The Downfall Of Glossier - Behind The Beauty 

At the time, Glossier was a breath of fresh air to those of us who either didn’t look good with, or weren’t interested in, the cut - crease, ultra - contoured, dramatic false lashes, and overly sculpted eyebrows look of the 2010s. People are so quick to forget history, I think. At that time, if someone didn’t have those makeup looks, they were made to feel ugly, or that their makeup was “wrong,” etc. And then entered a brand like Glossier that seemed to tell us, “Hey, it’s okay to want to look like yourself! It’s okay to want to look polished but still recognizable.”

Today i found out that ive been watching you and your twin brother simultaneously thinking you were the same person 😭😭

Narrate an audiobook already, god i love your voice💜

I love the little section/chapter intro slides. It makes this feel like an educational video. Honestly, I’d feel so comfortable showing students a video set out like this if it was about something relevant to a subject we were covering, they’re so well done

I really appreciate talking about the retail employee experiences, as I worked retail management for years and saw this kind of micro (and not so micro) aggression exist, often unaddressed, in the space. I literally had a SM take me aside to "ask" me about an associate who had started to wear her hair natural and if I thought it " fit the brand." I was confused, as not only did she look great, but several of the models on our site and catalogs wore their hair the same way. She dropped it, but I never really trusted her comments on that employee's deportment ever again. Edit: well, really any employee, as she mostly hired a very particular type of employee description, so anyone outside of those parameters

I'm an older mature woman, and I've worked in retail my whole life, including some beauty retail shops. I have to say that this type of behavior in retail spaces is so common. Customers treating POC differently, and management turning a blind eye to it, or blaming the employee, then placating rude customers. One thing I've learned over and over in my life - never trust a company's branding. We've all heard of greenwashing at this point. Well there's inclusivity-washing too. So never fall in love with a brand's marketing, they are just trying to get your money. Find out if they stand behind their image. Very few live up to their image. Having said that, as an older woman, I find Glossier style products really work well with my type of skin. Older women can't use heavy foundation or overly pigmented products. Well, of course you can use whatever you like, but most aging skin loses some pigmentation, becomes more dry, and gains some texture. So really minimal, glowing products look great because they don't dry the skin or worsen the appearance of texture. Futuredew is a favorite product for me, and often I use it instead of foundation. In fact, I'd love to know if there are other products out there that do the same thing. And when it comes to shade range, they dropped the ball with their foundation, but Boy Brow is one of the only brow products that come in gray to match my hair color. So those are the two products I still buy from Glossier - gray Boy Brow and Futuredew. If you have alternatives to these products that work basicaly the same, I'd love to hear of them.

Thank you so much for calling George Floyd’s death a ‘murder’. A lot of people try to avoid it, but I love how you point blank said it😊

I can’t imagine breaking personal space and then getting upset that the person had a reaction to that. Customers are unhinged, and any company that doesn’t back up their emps in those times is also a bright red flag Like what are you doing laying hands on my team

Friday doesnt start until the Welshes walk in 💜💜💜💜

Hi James I’m legally blind and turn off voiceover while watching RU-vid /longer videos and in your last video of behind the beauty I kept checking if my phone had turned off or if I was getting a call when we were transitioning betweeen chapters. I really appreciate the change in this video and it’s so wholesome now. Thank you so much I’ve been loving so many of your recent series

I low key forgot why I never bought glossier and then I remembered that at the time it was popular, I had severe acne and the company’s marketing and products did not seem to be geared towards someone like me. It’s crazy that my skin has come so far i had to think back

James this is great content. We need more of these back stories ♥️☮️🖤

I remember being a senior in college when glossier came out and being so sad I couldn’t afford anything when all the rich white girls in my sorority had all the products 😂….and how nothing worked for me once I got it 😅

U and ur brothers channel gives me so much peace. No yelling the way both of u guys talk is so soothing. I could listen for hours. Time to get into true crime or audio books 😅

It's so wild to me that while this brand launched in 2014, Australians will be able to buy it IRL for the first time in two weeks time. It took them A DECADE to bring their products to Oz! I know we're not a huge market but I remember being desperate to get my hands on Glossier in 2016/2017 only to find there was no way I could (they weren't shipping here yet either). So many countries were in the same boat. If you're trying to "democratise beauty" and capitalise on your growing success, why they kept their market so small for so long will forever remain a mystery to me

Thank you for reading the chapter names out loud! It helps when I’m “watching” your videos while doing my skincare for the evening!

your shirt with the little bunnies is soooooo cute

i never knew that glossier was so popular until they closed, lol. in my country, all we knew about glossier is those really popular aesthetic pictures of their lip glosses. i didn't even know that they had other products, lol

Love James’ take on everything. He’s always respectful but honest. I now cringe when I see any beauty product claiming to be “clean and natural”. It’s interesting how almost every “girl boss” from the 10s has gone down in flames. Emily has her issues - namely she was obsessed with Glossier being a tech company for some bizarre reason and lost the plot - but I think she had decent intentions. She doesn’t seem near as bad as say Leandra Medine. Ironically, Glossier’s newest products are pretty good but the brand is considered passé now.

Really love the "Behind the Beauty" format, James 🥰happy weekend!

I’ve loved the video essay-style content lately! don’t be afraid to make even longer form content, I think we all enjoy a long video every now and then 😊

THE SHIRT!!!❤

Glossier always seemed like almost no makeup for a lot of price. It also seemed like it wasn't for my skin type (oily, acne-prone, textured) or my aesthetic (I like my makeup to be impactful), so I've never been interested. Thank you for all the awesome information. 🖤💜🖤💜

These beauty documentaries are so enjoyable! You're such a good narrator, and its so easy to listen to ❤

When Glossier had a pop up shop in Seattle, i tried going like 4 different days, but im disabled, and the line was blocks long, and i cant stand for that long. One time i waited almost an hour, but we hardly moved at all, so i ended up leaving. And that time i even brought a little bag with blankets in it so i could sit on it😂😂 this was in like 2018 i think, maybe 2019.

i love that you have different chapters. it makes for good pauses and my adhd brain likes it❤

Just want to say thank you for your research and insight, and also for the care you put into the production and visual beauty of these episodes. I'm really enjoying the "Behind the Beauty" series, cheers!

When your first thought is “now what product did James say is causing his skin to look so freaking amazing?” Now I’ve got to rewatch your recent vids after this. Wow you look just so healthy, well rested, & energized! I refuse to believe it’s just a product giving you such a glow but tbh I’d be thrilled to get 25% of that fresh-facedness , I gotta try it…

Glossier really is the white Millennial brand because they didn't have stuff for deeper skin tones in those first years

Into the Gloss interviews/profiles were sooooo enjoying. The Internet had never produced anything in that level since

I’m so glad you’re covering this. I’ve read articles about them and was surprised it didn’t get the coverage it deserves. Welllll, maybe I’m actually not surprised. 😒😒

I remember being obsessed with Glossier when I was in middle school but I didn't know why.

Loved this deep dive. Glossier never felt like a brand meant for me. I see that feeling was right. Their employee's experiences are appalling!

Jame's voice is ASMR to me now.😂 I don't suppose you'd consider reading an audio book, would you?😅

First off, I loveeeee your shirt! Secondly, I love this series so much bc it helps me understand business so much as well as what not to do in my business.

Yes! I've been waiting for a Glossier deep dive from James 💓

Your shirt is giving me life

I love these deep dives. Great format!

I am a millenial and i heard of glossier for the 1st time a couple of months ago. I am not millenialing right.

I just saw the list of sources you used to put this together. James, you do this so damn well 💜

I have never been interested in the Glossier brand, but your content is so interesting with how informative it is, I'll watch you talk about anything James.😊🖤🤷‍♀️

This is like a mini documentary! Love this format, James. 💜

I can't...After all the twin videos, hearing you pronounce L'Oréal correctly, makes me chuckle even more.😄

loving this series please keep making these kinda videos🩷

First… your voice is soooo soothing. Second… great reporting! I remembering standing in line for an hour for the SF popup back in the day. I still think the milky cleanser is my fav (although I haven’t purchased in a while)

I just find it incredible that I was a social media obsessed teenager who watched youtube tutorials during their rise and never picked up on how huge they were 😅

18:30 ok story time gather round kids so I'm white and I grew up in a small rural town in the midwest US that was also mostly white (for context, my high school had exactly 2 black students and no other POC i can remember). I am also autistic and a very touch-oriented hands-on type of person. obviously as a 30yo I understand all of the implications and the microaggressions associated with touching black folks' hair but at the time I was a child and knew nothing about because I lived in such a predominantly white place. that said, I would have NEVER IN MY LIFE had the audacity to touch someone's hair without first asking. or touching any part of someone's body for that matter. it really all comes down to respect and that the (white) people who behave that way fundamentally do not view black people as human in the same way they view other white people. tldr; just don't fucking touching people without their permission, ESPECIALLY IF YOU DO NOT KNOW THEM PERSONALLY.

Loved this, so interesting. The original balm Dotcom is back in all flavours now. The Glossier IG was always good for a laugh, so many people wild mad about the balm formula and the perfume!

Thank you for reading the chapter titles!

This new series is really great James, so thoughtful and interesting!!

Never clicked so fast!! Love this series, James! ❤

I have never once in my life, thought of girl, boss or boss, babe, and then thought of glossier lol lol

All of the things the editors experienced have happened to me almost verbatim at various jobs !! The not too dark comment too. Good for these women for calling out the bullshit

as soon as i heard teen vogue internship, i knew there was gonna be a reference to the hills, i just got flashbacks to those episodes! LC was such an icon 😅

I love your shirt James, you look amazing💜 And your accent. Omg i could listen to you talking about the weather and it still would sound good.

Love how much work you've put into this, love the original style of video ❤

James, I just wanted to say that you look absolutely stunning. Love the hair and the glowy skin, it suits you very well! Very excited for this video :)

great video James- it reflects your thorough research and a well thought-out video.

The constant price increases has seemed like a really odd move from Glossier. It feels like they're always announcing a price increase of £2-4 every time but they're never clear as to why they're doing it.

As an almost 57 yr old - mature, dry skin - their "After Balm" is a fantastic product. I use it daily. Honestly - having used Le Mer - it is the closest to it's dewy moisturizing effect I've found for sooo much less. No other brand yet has come close to how good Le Mer has treated my skin with the exception of Glossier.

I am so excited that Glossier brought back the Original Balm Dot Com formula!!!! Smartest move they have made in years!!!!

This was so interesting! I'd love to see more video essays like this.

One of your best videos. Found this so interesting!

These deep dives are everything. 😍💗

Really loving the deep dives!!!❤❤❤❤

This was like a nice inspiring lecture! Packed with very good info and also amazingly presented. You are a talent!❤

Omg as a glossier lover turned hater and as a James lover I really feel targeted ily

Bravo! Such a great mini documentary James, keep it up 👏🏾👏🏾👏🏾👏🏾👏🏾

27:03 It’s weird how so many people think putting tech into everything is a good idea!!

I remember when those glossier bags were so popular and I also wanted to get one :D time flies

Two seconds in and I'm like oh my god this shirt though. Link the shirt, link the shirt. Lol

Omg I loved this!!! Please keep doing more !!!!❤

I love this style of video! ❤ also, cute shirt! Hope everyone had a great start to their weekend

What people don’t realise is that she literally bought the glossier lifestyle into our lives and the hills! The show that changed my life ❤

Got here so quick! I love James’s videos, I’ve learned so much and have now got a new stash of K beauty products to try out after his advice 💜💜💜

I still have some of the pink bubble wrap bags, I use them when traveling and they’ve been to Europe and back at this point 😂 Some of Glossier’s products are still some of my favorites lol, especially their stretch concealer and new foundation

I love your videos-they are so informative and fascinating. I love how you break it into chapters, too. I didn't know anything about this. It's awful how those poor employees were treated! I was disgusted!! I just remember the hype around the brand and not much else; I've never bought anything from them either.

I don’t use any of their products apart from the OG perfume. I have to say it is one of my all time faves for “everyday wear” .

not James saying “Sequoia capital?” as if it’s not the BIGGEST VC firm in the WORLD. Go James, way to humble 😂

Very well done! I enjoyed this - informative and well presented.

I love that deep dive videos. The one on the Body Shop was fascinating! I hope to see this series continue. Thanks for doing the research and sharing it with us! 😊

Go away people! He fixed the lights, he is no longer dewy and shiny. He looks like a mere mortal again! Avert your eyes! 😂😂😂😂 ❤

Thank you for the new video! Looking gorgeous as always

When I say I bought one thing from them and it didn’t feel right (before finding out about all of this) I returned it immediately and said I’ll never buy from them again despite their seemingly good reviews. Intuition wins today.

It feels like I’m watching a documentary. So detailed. I really don’t use any of these products but I have learned so much. Very informative

I really love how you have chapters to the video! Also your voice is so calming😊

Omg your shirt is amaziiing! 💛

I'm so glad that you covered this!! I've said for the longest time that they are the Regina George of the beauty community. They used to seem amazing but they changed and showed their true colors.

Thank you, James ! Very informative ! I love these segments.

Loved this! Please do more of these

They also reformulated their primer and perfume… the perfume used to last hours… even days on my clothes, now don’t last longer than 20 minutes

Loving the video essay format.

I really enjoy you and your brother’s channel. Much respect and love to you both 🫶🏾🫶🏾

I had never heard of this brand..(I am French) but I looove ❤ your videos James and this was so interesting! Thank you 🥰

I’m surprised to hear that sales dipped in summer 2019 because that’s when their pop up stores were happening in Seattle and Boston. I worked there, they were swamped with people every day

The glossier story is an interesting one!

Love the brand analysis videos James!

Say what you want, I love their sheer matte lipsticks.

Genx here - been using glossier since it came out I still love it.

So interesting!!! Mecca (Australian beauty shop like Sephora but better) just announced that Glossier is coming to their stores very very soon!!! Making Glossier accessible to Australians for the very first time!