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But the recent success of Glossier's "You" perfume — which isn't new, but has been introduced to a new Gen Z audience thanks to a viral TikTok — is helping pull the brand back to life.
The TikTok wasn't part of some big plan of Glossier to get back into the graces of the younger crowd.
Related storiesA single viral TikTok, in theory, might fade away, but Glossier reacted to the successful viral moment among Gen Z buyers.
AdvertisementFor the record, as a dutiful millennial woman, I own and enjoy several Glossier products (I personally love their mascara).
Persons:
—, Glossier, Kyle Leahy, Mack, TikTok, Emily Weiss, Marisa Meltzer
Organizations:
Service, Business, Bloomberg
Locations:
Sephora