Glossier launched in 2014 as an e-commerce, direct-to-consumer makeup and skincare brand aimed at millennial women. From the start, Glossier’s founder Emily Weiss built a strong digital community around the brand. But after the company received its first major round of funding, Glossier was ready to scale up its marketing spending. The challenge: How to do that while also preserving the brand’s all-important authenticity?

In this episode, Harvard Business School senior lecturer Jill Avery explains how to think about marketing when scaling a business. Drawing from her business case on Glossier, Avery breaks down how their management team incorporated paid micro-influencers to grow their brand value without undermining their credibility. She also explores how Glossier leveraged their existing community to engage new customers.

Key episode topics include: strategy, growth strategy, marketing, social media, beauty care, startup, scaling, DTC, digital marketing. 

HBR On Strategy curates the best case studies and conversations with the world’s top business and management experts, to help you unlock new ways of doing business. New episodes every week.