79/100
Glossier remains the textbook case for brand-first social. The voice is unmistakable, the codes are intact, the community shows up. What's slipped is the reach engine: top posts depend on launch moments, and between launches the feed runs on familiarity rather than freshness.
Engagement rate of 1.12% remains best-in-class for beauty. The variance between launch posts and non-launch posts is the structural weakness.
Brand voice consistency is unmatched: 98% on-brand frames, recognizable in two seconds. Hook variety is the only gap.
Cadence at 6.1 posts per week. Follower growth is slowing — the curve has flattened versus 2024 baseline. The brand is profitable, not viral.