Bloom is now Rainbrand

(Brand guidelines) // Beauty and personal care

Glossier brand
guidelines

Glossier’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from glossier.com.

Download the Brand Skill

About Glossier

Glossier is a beauty brand built around real life, thoughtful design, and uncomplicated products. Its Skin First. Makeup Second™ philosophy celebrates individuality, freedom of expression, and having fun, so people can feel good in their own skin.

Use the Glossier wordmark, the italic “Glossier.” with its full stop, as the brand mark: black on white and light backgrounds, white on the brand blue and on photography. Keep it distinct from campaign artwork, product imagery and interface icons.

Glossier colors

  • Vivid blue

    Signature accent: badges, labels and highlights

    HEX
    RGB

  • Black

    Wordmark and text

    HEX
    RGB

  • White

    Backgrounds, and the wordmark on blue

    HEX
    RGB

  • Pale pink

    Soft accent badges

    HEX
    RGB

Glossier fonts

  • Apercu

    Headings and body · 400

  • Apercu Mono

    Badges and labels · 400

Font names only. The Brand Skill download doesn’t include font files.

Glossier’s voice

Write with warmth, ease, and a personal point of view. Keep language direct and conversational, with playful turns of phrase and an emphasis on natural beauty, individuality, and everyday life. Speak to people wherever they are in their beauty journey; invite them to express themselves rather than suggesting they need to conceal who they are.

Glossier’s own copy captures this voice in phrases such as “Here at Glossier, beauty is about you,” “beauty shouldn’t be built in a boardroom—it should be built by you,” and “No matter where you are in your beauty journey, you look good.”

  • “Skin First. Makeup Second.”
  • “Here at Glossier, beauty is about you”
  • “beauty shouldn’t be built in a boardroom—it should be built by you”
  • “No matter where you are in your beauty journey, you look good”

Dos and don’ts

Do

  • Put healthy skin first and let makeup enhance, rather than mask, natural beauty.
  • Make the work feel thoughtful, accessible, uncomplicated, and grounded in real life.
  • Celebrate freedom of expression, individuality, and fun.
  • Write warmly and directly, with a personal, playful touch.
  • Use the vivid blue as the accent against plenty of white, with black for the wordmark and text.

Don’t

  • Don’t imply that people need to hide or correct their natural appearance to look good.
  • Don’t make the brand voice sound formal, clinical, or overcomplicated when simple, conversational wording will do.
  • Don’t let decorative design overwhelm the product, the person, or the message.
  • Don’t retype or redraw the wordmark, or drop its full stop; use the artwork.

Glossier imagery

64 images from glossier.com, in 4 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Brand and campaign imagery

16 images

Use Glossier’s own brand and campaign imagery as visual reference for the brand experience, seasonal merchandising, community work, and retail presence. Preserve the distinct desktop and mobile executions where both are shown.

  • A bottle of Glossier You perfume leans diagonally against a delicate yellow and white iris on a bright white background.
  • A close-up studio shot features a soft pink, frosted glass perfume bottle with a bold red cap, tilted diagonally beside a pale yellow iris and a sprig of…
  • A tight, close-up photograph features a person with dark skin and long locs holding a tube of Glossier 'just baked balm dotcom' to their open mouth.
  • A close-up photograph features a person with deep skin and braids holding a tube of Glossier 'just baked balm dotcom' near their open mouth.
  • A close-up portrait shows a woman with flour-dusted hands holding a tube of Glossier 'just baked balm dotcom' to her open lips.
  • A minimalist placeholder graphic featuring a large, light grey prohibited symbol circle with a diagonal line through it.
  • A top-down vertical photo shows a person’s hand clutching a light pink mug with a red three-eyed smiley face, a magazine, and a croissant in a white paper bag.
  • A close-up photograph features a pale pink mug filled with a foamy latte, held by a person in a dark sleeve.
  • A top-down studio shot features two tubes of Glossier Cloud Paint blush squeezed out onto a clean white surface.
  • An intimate, extremely close-up profile shot captures two individuals leaning toward each other until their noses almost touch against a white background.
  • An extreme close-up photo focuses on the smooth, vibrant red upholstery of a modular sofa composed of rounded, vertical segments.
  • A massive, sculptural red lipstick tip embossed with a stylized 'G' logo dominates a lilac wall in a modern interior.
  • A blue wireframe globe with three eyes and a wide smile forms a central icon over a soft, bright blue sky filled with wispy white clouds.
  • A vibrant blue graphic of a three-eyed smiley face designed as a wireframe globe floats against a bright background of fluffy white clouds and blue sky.
  • A panorama-style product shot features dozens of Glossier foundation bottles tightly packed and stacked against a stark white background.
  • The phrase "GIFT GUIDE" is written in a stylized, hand-drawn black script with an organic marker-like texture.

Fragrance imagery

13 images

Use Glossier’s fragrance imagery to guide product presentation and storytelling: product-focused gallery views, people wearing the fragrance, and campaign scenes that make the scent feel personal and wearable.

  • A vertical product shot of a Glossier You perfume bottle centered in the lower third against a stark white background.
  • A bottle of Glossier You fragrance stands vertically against a stark white background.
  • A frosted pink glass bottle of Glossier You perfume with a vibrant red cap sits center-frame, crowned by a large, crisp white iris flower resting atop it.
  • A tight, candid outdoor close-up captures two people in profile, with a focus on the movement of a woman's wavy blonde hair blowing in the wind toward a man…
  • A close-up photograph captures a dynamic candid moment outdoors with two people in soft natural light.
  • A translucent chunk of glowing amber resin is balanced atop the bright red cap of a soft pink perfume bottle.
  • A translucent amber resin chunk balances precariously atop the red cylindrical cap of a pale pink Glossier You perfume bottle.
  • A light pink Glossier perfume set box displays four gradient-colored mini bottles arranged horizontally: pink with a red cap, cream with a yellow cap, purple…
  • Four miniature Glossier You perfume bottles are cradled in the palm of a person with deep-toned skin, held vertically against a plain white background.
  • A 'glossier you duo' gift set is presented in a pale pink box featuring a green and gold mosaic tile border pattern.
  • A close-up photograph features a woman with curly dark hair and glowing, dewy skin looking directly at the camera while submerged in a bubble-filled white…
  • Wisps of ethereal white smoke curl around three cream-colored perfume bottles perched atop a textured, weathered rock.
  • This product shot features a sculptural perfume bottle with a soft cream-to-clear gradient finish.

Makeup and lip imagery

18 images

Use Glossier’s makeup imagery to show products and shades alongside their effect in use. Keep the product recognizable, and let real-life application and visible color tell the story.

  • A vertical product shot features a Glossier Balm Dotcom tube attached to a silver carabiner keychain with whimsical charms.
  • A light blue and white tube of Glossier 'just baked balm dotcom' universal salve is attached to a silver keychain with a key and colorful charms.
  • Three upright tubes of Glossier Balm Dotcom are arranged in a row against a plain white background.
  • A top-down photograph shows a chocolate cookie cut into the shape of a stylized, lowercase letter 'g' dusted with white powdered sugar.
  • A vertical product shot of a Glossier 'just baked balm dotcom' tube showcased inside a decorative pink holiday ornament box with a ribbon loop.
  • A extreme close-up photo captures a person of East Asian descent wincing with a joyful, scrunch-faced expression while biting into a sugar-dusted round cookie.
  • A classic graphic logo featuring a bright red heart positioned between the black capital letter 'I' and the stacked capital letters 'NY' in a heavy slab…
  • A Glossier 'black cherry lip duo' is showcased in a light pink gift box featuring a gold mosaic-style border.
  • In an extreme close-up, a person's glossy red lips are puckered into an 'O' shape next to a single, dew-covered red cherry.
  • A vertical product shot of Glossier Boy Brow with its spoolie wand removed and standing beside the tube against a plain white background.
  • A tight, high-angle close-up of a smiling Black woman in a mauve hijab applying a brown eyebrow gel.
  • A vertical product shot of a Glossier 'balm dotcom universal salve' tube standing against a white background.
  • In an extreme profile close-up, a woman’s glossy, slightly parted lips are positioned to take a bite of a large, deep red apple.
  • A vibrant lineup of twelve Glossier Balm Dotcom tubes stands upright against a clean white background, arranged in a slight arc.
  • A professional product shot features a collection of berry-toned makeup items from Glossier arranged against a clean, white background.
  • A striking close-up photograph of an East Asian woman with her face tilted, pouting her mauve-tinted lips as strands of her dark hair fall across her face.
  • A vibrant rose-pink powder blush sits in a white square compact with its lid propped open.
  • An extreme close-up studio photograph of an East Asian woman with a thoughtful expression, her gaze directed upward and to the side.

Skincare and body imagery

17 images

Use product photography and in-use imagery together to show packaging, texture, and application. Keep the skincare and body imagery approachable and grounded in everyday routines.

  • A low-profile teal cosmetic jar with a pale pink screw-top lid sits against a plain white background.
  • A tight, high-contrast extreme close-up photo shows a person with deep skin tones and closed eyes, their face glistening with a dewy, wet finish.
  • A studio product shot of a white plastic bottle of Milky Jelly Cleanser with a white pump top, centered against a plain white background.
  • An extreme close-up photo shows a person with freckled, glowing skin and dark eyes looking directly into the camera.
  • A trio of Glossier skincare products is arranged against a stark white background.
  • A radical close-up photo shows a person with deep-toned skin gently pressing four fingers against their cheek, highlighting an oily or dewy skin texture.
  • A studio product shot of a Glossier Invisible Shield daily sunscreen tube standing vertically against a plain white background.
  • Extreme close-up of a dark-skinned person smiling radiantly with their eyes squeezed shut.
  • A split-screen beauty photography composition showing a close-up of a Black woman's face, named Nasra, wearing a pink hijab.
  • A vibrant coral-red, pill-shaped hand cream container stands centered against a stark white background.
  • A close-up studio shot shows a hand firmly squeezing a matte, vibrant coral-pink bottle with the word "GLOSS" debossed into the side.
  • A vertical product shot of a Glossier perfume rollerball, featuring a translucent pink frosted glass body and a white ribbed cap.
  • A close-up, top-down product shot of two Glossier Body Spritz bottles lying diagonally against a white surface misted with water droplets.
  • A pale pink bottle of Body Hero Daily Oil Wash stands centered against a stark white background.
  • A striking close-up photograph captures a dark-skinned hand, fingers spread, pressing firmly against skin covered in white soapy lather.
  • This vertical studio product shot features a sleek, tall white cylindrical bottle of Glossier Body Hero.
  • A close-up vertical photograph captures a hand with soft pink manicured nails spreading a streak of white body cream across the curves of a person's torso.

More from the Brand Skill

Website design

Keep digital design light, spacious, and clear. Use Apercu and a distinct hierarchy: a prominent main heading, simpler supporting headings, and compact body copy. Keep layouts uncluttered and rely on spacing rather than shadows to separate content.

Use simple, restrained controls: primary buttons are light-filled with subtle corners; secondary buttons are transparent with a fine outline; text links are underlined. Preserve legibility and clear interaction states when adapting the site’s interface.

Download Glossier’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Glossier’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 64 images and the logos. The font files belong to Glossier, Inc, so they’re left out.

Download the Brand SkillZIP, 6.3 MB

glossier-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ voice-and-messaging.md

│ ├ color.md

│ ├ logo.md

│ ├ typography.md

│ ├ website-design.md

│ ├ imagery-brand-and-campaign.md

│ ├ imagery-fragrance.md

│ ├ imagery-makeup-and-lips.md

│ └ imagery-skincare-and-body.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from glossier.com on 30 Oct 2026. It isn’t Glossier’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Glossier and its logos are trademarks of Glossier, Inc. Rainbrand isn’t affiliated with or endorsed by Glossier, Inc.

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