Lara Adekola, Senior Social Media and Community Manager at Glossier, shares insights on the brand's social media strategy and evolving trends for 2025. Glossier's most engaging content this year includes a "Get Ready With Me" post featuring the girl group KATSEYE, which combined nostalgia with a fresh take, generating over 4 million views on Instagram. This collaboration tapped into KATSEYE's active fanbase, demonstrating how authentic storytelling can drive engagement. Adekola highlights the power of sensory storytelling—focusing on texture and sound—as a successful approach that resonates with audiences. Glossier's most-viewed sponsored post came from lifestyle creator Tyrell Hampton, whose organic and free-spirited style attracted over 10 million views. Adekola notes that TikTok Shop has changed how consumers interact with the brand, bridging the gap between discovery and purchase. Feedback from the community has been pivotal; for instance, redesigning the Ultralip packaging based on user input showed Glossier's commitment to listening to its audience. Looking ahead to 2026, Adekola aims to strengthen the connection between Glossier's online presence and in-person experiences. Experiential retail remains a priority, as evidenced by successful influencer events and store pop-ups. The focus will shift toward creating a cohesive brand universe that integrates digital and physical interactions, driven by community feedback. Glossier plans to enhance storytelling and collaborate with a diverse range of creators, ensuring their content feels personal and immersive.