How Glossier Built a Million-Dollar Pre-Launch List
Product Marketing with Fexingo · 2026-06-19 · 10 min
Episode notes
In this episode of Product Marketing with Fexingo, Lucas and Luna break down how Glossier built a waitlist of over 100,000 people before launching a single product. They trace the strategy from Emily Weiss's blog 'Into The Gloss' to the 'Top Shelfies' community, showing how the brand used user-generated content and referral incentives to create scarcity and buzz. Specific numbers: 100,000 email signups before launch day, a 50 percent conversion rate from waitlist to first purchase, and zero dollars spent on ads pre-launch. The hosts discuss why this model works for direct-to-consumer brands and where it falls short. June 19, 2026. #Glossier #EmilyWeiss #IntoTheGloss #PreLaunchStrategy #WaitlistMarketing #ScarcityMarketing #DTC #BeautyMarketing #UserGeneratedContent #CommunityLedGrowth #ReferralMarketing #ProductLaunch #GoToMarketStrategy #Marketing #BusinessPodcast #FexingoBusiness #Podcast #ProductMarketingWithFexingo Keep every episode free: buymeacoffee.com/fexingo
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