Today, Glossier is aiming to sell its products not only to the millennials that first rocketed the brand to popularity, but also to a broader range of consumers, including younger shoppers who first learn about the brand on TikTok.
But it's doing so in a way that more closely resembles the approach of the brands it once sought to disrupt, including through a wholesale deal with retail giant Sephora last year and a push to sell more to shoppers internationally.
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