They Did What: Glossier

Music curation is integral to Glossier’s in-store experience, with bespoke soundscapes and playlists that reflect the brand’s fresh, modern, and playful identity.

The music, spanning indie, R&B, and pop, creates a feel-good, immersive atmosphere that resonates with Glossier’s millennial and Gen Z audience. This curated sound enhances Glossier’s ethos of inclusivity, modernity, and empowerment, aligning with the brand’s aesthetic and reinforcing its identity as a beauty and lifestyle brand.

The playlists and soundscapes complement the minimalist interiors and pastel color palette, creating a cohesive vibe that mirrors the music’s upbeat, relaxed nature. This environment encourages customers to linger and explore the products at their own pace, making the experience both engaging and soothing.

By integrating sound, design, and color, Glossier creates a multi-sensory space that feels personal and curated, allowing customers to connect emotionally with the brand.

In-Store Bespoke Soundscapes

Sound and music are part of Glossier’s broader experiential retail strategy, combining tactile, auditory, and visual elements to create an immersive brand world.

At Glossier’s Melrose Avenue store in Los Angeles, the Canyon Room features a unique soundscape inspired by the Grand Canyon, recorded in Arizona’s desert and Antelope Canyon to capture natural acoustics. This soundscape includes canyon winds and distant vulture calls, aiming to evoke the serene atmosphere of the canyon.

Advanced audio technology recreates the natural reverb and echo, transforming the space into an immersive, illusionary expanse.

For the Glossier You fragrance launch, the brand also created a highly immersive, multi-sensory pop-up event in New York City and other locations. The concept allowed visitors to interact with the fragrance through touch and sound, reflecting how the perfume adapts to each person’s body chemistry.

The pop-up featured red velour walls, soft lighting, embedded speakers, and custom soundscapes, combined with faceted mirrors, museum-quality vitrines, and interactive perfume-dispensing phone booths. Together, these elements enhanced Glossier You’s personal nature, combining visuals and sound for a surreal, cinematic experience.

In-Store Music Curation

Glossier’s flagship store in New York and other showrooms were designed as immersive spaces where customers can experience the brand in a curated environment.

‍Showroom playlists align with Glossier’s fresh, modern aesthetic, providing a positive, feel-good atmosphere that complements the minimalist interiors. Many playlists reflect seasonal transitions, capturing the essence of moving from winter to spring, using music to subtly mirror Glossier’s clean and approachable vibe.

The playlists offer a mix of chill pop and R&B, enhancing the shopping experience:

• Showroom Mixtape #1: Created for Glossier’s New York showroom, this playlist featured upbeat pop and R&B tracks from artists like Kid Cudi, The 1975, and M.I.A., bringing an energizing atmosphere. Fans could access the playlist via Spotify to recreate the same vibe at home.

• Showroom Mix #2: This playlist featured upbeat tracks by Jorja Smith, Psychic Mirrors, and Prince, evoking the feel of transitioning from winter to the warmer days of spring and summer, aligning with Glossier’s refreshing aesthetic.

Music Curation and Community Engagement

The Glossier Spotify playlists extend the brand experience beyond their showrooms, allowing fans to bring the brand’s signature ambiance into their everyday lives.

The playlists reflect a blend of genres designed to align with Glossier’s minimalist, upbeat, and approachable aesthetic, often blending well-known artists with emerging talent to create an eclectic yet cohesive sound.

Glossier’s curated playlists mix indie pop, chill R&B, soft electro-pop, and ambient soundscapes, genres that embody the modern, cool, and effortless vibe of the brand.

Playlists often feature both mainstream and emerging artists, such as Frank Ocean, Solange, Blood Orange, and Lorde, alongside newer musicians like Clairo and Japanese Breakfast. Each playlist is tailored to fit different settings or experiences:

• Morning routines: Gentle, uplifting music ideal for getting ready in the morning or enhancing skincare rituals.

• Weekend Vibes: More energetic, upbeat tracks to encourage relaxation or productivity during weekends.

• Chill Afternoons/Evenings: A mix of soothing tunes perfect for unwinding after a long day or creating a calm, cozy atmosphere.

These playlists help Glossier foster relaxation, self-care, and personal expression, strengthening their connection with customers by providing a soundtrack to their beauty rituals and daily lives.

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Social Media and Community-Driven Content‍

Glossier became popular largely due to its community-driven approach, which started with the blog Into The Gloss. Here, founder Emily Weiss built a strong community by engaging readers in discussions about beauty routines and products, shaping Glossier’s product development and giving customers a role in the brand’s creation process.

‍Social media amplified this strategy, allowing real users and influencers to share their experiences and create a sense of inclusivity and authenticity.

Music plays into this community approach through curated Spotify playlists, which embody Glossier’s focus on relaxation, individuality, and self-expression. These playlists reinforce the brand’s beauty offerings, creating a sonic identity that enhances the sense of belonging and personal connection.

On social media, Glossier frequently uses upbeat, trendy music that enhances product reveals, unboxing videos, and tutorials.

The music differs slightly from the more relaxed, curated playlists on Spotify, aligning with TikTok’s fast-paced nature and Instagram’s visual appeal. In stores, the music is typically calming, aligning with their Spotify playlists to foster a soothing shopping experience.

Glossier’s use of music and sound curation is a core component of their brand identity, shaping not only the in-store experience but extending into digital touchpoints and social media.

Through carefully curated playlists, immersive soundscapes, and community-driven content, Glossier creates a cohesive, multi-sensory brand experience that resonates deeply with their audience.

This thoughtful approach to music and sound helps Glossier not just sell products but foster a lifestyle and culture that empowers self-expression and builds lasting connections. As a result, Glossier’s sonic strategy not only complements their minimalist aesthetic but amplifies their commitment to inclusivity, authenticity, and modern beauty.