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Glossier Needs More Than ‘You’ to Grow

The 11 year-old beauty brand has seen success with its fragrance franchise — which adds a new scent, Fleur, this month — but is focused on building multiple categories to broaden its appeal.

Four bottles of Glossier You fragrance are stacked on a white background, starting at the bottom with Doux, then You, then Reve, then Fleur at the top. — Glossier's "Impressions of You" fragrances from the brand's portfolio, and are remixes on the 2017 scent You (pictured with the red cap). (Glossier)

Brennan Kilbane

19 March 2025

BoF PROFESSIONAL

To understand You, the best-selling fragrance launched by Glossier in 2017, you have to understand Santal 33, the best-selling fragrance launched by Le Labo in 2011. Both have the same father — Frank Voelkl, of the firm dsm-Firmenich — but are otherwise sisters with categorically opposite vibes.

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About the author

Brennan Kilbane

Brennan Kilbane is News and Features Editor at The Business of Beauty. He is based in London, and supports BoF’s coverage of the multifaceted cosmetics industry, from fine fragrance to wellness trends.

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