#8
Glossier
Glossier built a beauty empire on the "no-makeup makeup" aesthetic and millennial pink branding. As the hype faded, many customers noticed the products offered minimal differentiation from drugstore alternatives—yet they cost 2.5 times more than the average drugstore face balm. Unlike the #3 Rare Beauty, which also targets Gen Z, Glossier lacks a clear pricing-to-quality ratio.
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