Case Study: Glossier achieves unified cross-domain customer insights with Segment

How Glossier built a personal relationship with their customers across every touchpoint

Glossier, born from the beauty blog Into The Gloss, grew rapidly into a digitally native cosmetics brand but faced a fragmented analytics and marketing stack. As both sites expanded, the team struggled to standardize tools, personalize cross-site email campaigns, and reliably measure how editorial content drove e-commerce conversions across domains.

Glossier adopted Segment to collect and unify behavioral data from both properties, populate new marketing and analytics tools, and feed a central Redshift warehouse. Using Segment’s Cross‑Domain Analytics and unified events, they can quickly test tools, build coordinated email segments, measure LTV and ROI, and identify which articles and products drive purchases—finding, for example, that users who visit both sites are 40% more likely to buy.

Glossier

Bryan Mahoney

Chief Technology Officer