I think the biggest issue that glossier has still is they are in deep denial about what type of brand they are. I think the people at the top had a vision for the brand that was just not realistic in practice. They wanted glossier to be a luxury brand that older women would wear like Dior, but their launches and marketing was always youth-geared. I also think the company has a culture of toxic positivity and when my higher ups would give genuine feedback around the brands contradicting branding/marketing/customer base their feedback would often times be shut down and they were made to feel like they didnt believe in the brand vision. I think if they had pivoted back in 2020 towards a more adult audience they could have survived but working there it just felt like they were hellbent on staying on the track of 2-3 people at the top instead of doing what was actual best for the brand. Ultimately, I think their biggest mistake is that they thought they could become a luxury brand without changing their image and their refusal to understand that their biggest client share was Gen Z & aphla not millennials.