Glossier and Gymshark became the two most-cited proof points that influencer PR could out-perform traditional advertising. Both are now in the middle of proving the harder half of that lesson: what happens when the influencer-built brand hits a wall. Glossier is closing nine of its twelve stores and just installed its third CEO in three years. Gymshark is facing a class-action lawsuit over undisclosed paid promotions and a lawsuit from creator Alix Earle over a cancelled sponsorship. The playbook that built both brands is now the same playbook being stress-tested in public.
How did Glossier use influencer PR to build a beauty brand?
Founded in 2014 by Emily Weiss, Glossier built its early growth on micro-influencers rather than celebrity endorsements: creators with smaller, highly engaged followings who genuinely used the products, paired with a heavy reliance on user-generated content that Glossier repurposed as its own marketing. The approach worked well enough that Glossier reached a $1.8 billion valuation and raised $266 million across seven funding rounds.
What's happening at Glossier now?
Glossier ended its DTC-only model in February 2023, launching into more than 600 Sephora stores, a move that drove 73% year-over-year revenue growth and made the company profitable for the first time. That momentum didn't hold. CEO Kyle Leahy departed in June 2025, replaced in October 2025 by Colin Walsh, a former Procter & Gamble and Ouai executive, and Glossier's third CEO in as many years. Walsh's first move was cutting roughly 30% of the workforce, about 54 employees, in February 2026. In April 2026, the company confirmed it will close nine of its twelve physical stores over the following two and a half years, keeping only flagships in New York, Los Angeles, and London, which drive 55% of store revenue and 60% of new customers. Glossier is now seeking new funding at what industry reporting describes as a significant down round from its 2021 peak.
How did Gymshark use influencer PR to build a fitness apparel brand?
Gymshark, founded in 2012 by Ben Francis and Lewis Morgan out of a garage in Solihull, England, built its growth on long-term athlete partnerships rather than one-time endorsements, treating fitness influencers as ongoing brand ambassadors and reinforcing the relationship through community events like the Gymshark Lifting Club. General Atlantic acquired a 21% stake in 2020 for £275 million, valuing the company at over £1 billion and making it one of fewer than 25British companies to reach unicorn status without prior outside investment. Revenue has grown from roughly £250 million at the time of that deal to approximately £600 million in 2025–2026.
