Glossier
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For a public relations case study, I developed a strategic press release and media pitch for Glossier’s grant program for Black-owned beauty brands, announcing the latest cohort of grantees receiving $50,000 and a new $100,000 Alumni Award. The goal? To position Glossier as a changemaker in beauty and generate organic media coverage through a pitch tailored to the right journalist.
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Showcase Glossier’s commitment to supporting Black-owned beauty brands.
Write a press release that aligns with Glossier’s brand voice—engaging, clear, and impactful.
Identify and pitch the right journalist at a beauty trade publication for exclusive coverage.
Craft a concise, compelling media pitch that grabs attention and drives coverage.
Maximize organic media reach through strategic PR storytelling.
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Brand Deep Dive – Studied Glossier’s language, press releases, and brand positioning to ensure a seamless tone.
Press Release Development – Drafted a release featuring compelling quotes from grant recipients and program directors, refining it through peer and professor feedback.
Journalist Research – Used MuckRack to track down beauty and fashion journalists, focusing on those with a history of covering Glossier and industry initiatives.
Crafting the Perfect Pitch – First draft was solid but too wordy and lacked a clear ask—after a professor’s feedback, I streamlined it into a concise, high-impact pitch that was portfolio-worthy.
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While this was a hypothetical case study, the project gave me real-world PR experience in media relations, journalist outreach, and strategic brand storytelling. I learned how to align messaging with brand identity, pitch effectively, and research the right media targets—essential skills for securing press in a competitive landscape.
Press Release
Glossier Expands Support for Black Beauty Entrepreneurs with $100,000 Alumni Award
New Class of Glossier Grant Program Grantees Announced, Offering $50,000 and Mentorship to Emerging Black-Founded Beauty Brands
New York, NY — September 12, 2024 — In a continued effort to foster inclusivity and innovation within the beauty industry, Glossier announced today the next class of its Glossier Grant Program. Launched in 2020 to support Black-founded beauty brands, the program awards $50,000 in funding alongside business mentorship from Glossier leaders, ranging from digital marketing strategies to supply chain optimization. This year, Glossier has further expanded its program with the introduction of the Alumni Award, granting a former recipient $100,000 to scale their business for sustainable growth.
The 2024 Glossier Grant Program class includes four innovative Black-founded beauty brands:
Christal Alert, founder of Tonal Cosmetics, a sun-safe makeup line.
Natasha and Khadija Imara, the mother-daughter duo behind The UnBraider, a revolutionary comb for braid removal.
Aasiyah Abdulsalam, founder of The Renatural, a brand specializing in glueless wigs.
Dr. Rosemarie Ingleton, founder of Rose Ingleton MD, a clinical skincare brand for melanin-rich skin.
This year’s Alumni Award recipient is Alicia Scott, founder of Range Beauty, a skincare line specifically formulated for eczema- and acne-prone skin. Scott will receive $100,000 in funding and customized mentorship aimed at helping her expand her retail footprint after her recent partnership with Sephora. This new initiative is a direct response to previous grantees’ needs for additional support to overcome financial barriers as their businesses grow.
“A lot of investors set goal posts that keep moving,” said Scott. “First, it was revenue targets, then retail expansion. Now, I need to demonstrate success in the retail space before they invest. Glossier’s Alumni Award will help me reach those goals and leverage that success to attract future investors.”
The Glossier Grant Program has provided over $2 million in funding since its inception, investing in more than 40 founders across 37 beauty brands in the US and UK. The new Alumni Award aims to address the ongoing financial challenges many Black entrepreneurs face. According to Glossier’s Director of Impact, Roya Shariat, more than 60 percent of past grantees applied for this year’s Alumni Award, highlighting the need for sustained support in an investment landscape that remains conservative, particularly for Black founders.
“Black beauty entrepreneurs still face an uphill battle securing funding,” Shariat said. “While we cannot change the entire landscape, our hope is that by reinvesting in these remarkable brands and their communities, we can showcase the power and potential of Black-led beauty companies and inspire others to do the same.”
The expansion of Glossier’s program is also a reminder to brands that pledged to support Black founders during the height of the Black Lives Matter protests in 2020 to continue following through on their commitments. “This isn’t a box to check,” Shariat emphasized. “The work of building equity in the beauty industry is ongoing, and it requires long-term investment.”
Glossier plans to continue growing its grant program in the coming years, recently opening applications to beauty entrepreneurs in the UK. By consistently backing Black beauty entrepreneurs, Glossier is demonstrating its commitment to shifting the beauty industry toward a more inclusive and equitable future.
ABOUT GLOSSIER
Glossier was founded in 2014 with a mission to democratize beauty and create products that celebrate individuality. Built as a digital-first, community-driven brand, Glossier is known for its minimalist aesthetic and inclusive approach to beauty. In 2020, Glossier launched the Grant Program to support Black entrepreneurs, part of a broader commitment to address racial inequities within the beauty industry. For more information, visit www.glossier.com.
Media Pitch
Sheena Butler-Young
A seasoned multimedia journalist and senior correspondent at The Business of Fashion, specializing in breaking major industry stories and conducting in-depth interviews on talent, culture, sustainability, and diversity.
EXCLUSIVE: Glossier’s $100K Award Tackles Funding Gap for Black Beauty Founders
Hi Sheena,
I hope you're doing well! I’m Gabe Paredes, a PR Manager at Glossier. I’ve been following your work at The Business of Fashion, and your recent piece on the challenges of diversity in fashion’s top creative roles really resonated with me. Given your focus on inclusion in the industry, I wanted to share a story that might be of interest…
Glossier just announced its latest class of Black beauty entrepreneur grant recipients—each receiving $50,000 in funding and mentorship to help scale their brands. But here’s the bigger news: we’re also launching a first-of-its-kind $100,000 Alumni Award, designed to provide critical follow-on funding to past grantees, including Alicia Scott of Range Beauty.
Alicia’s story is a compelling one—despite securing a Sephora partnership, she still faces major financial barriers to scaling her business. The Alumni Award is Glossier’s direct response to a growing problem: even after gaining visibility, Black entrepreneurs continue to struggle with access to sustained capital. Over 60% of our past grant recipients applied for this year’s award, underscoring just how crucial long-term support is.
Would you be interested in an exclusive interview with Alicia Scott or Glossier’s Director of Impact, Roya Shariat? They can speak to the ongoing funding challenges in the beauty industry and how brands like Glossier can play a role in changing the landscape.
I’ve attached the press release for more details. Let me know if this sounds like a fit—I’d love to connect!
Best,
Gabe Paredes
PR Manager, Glossier
📧 gparedes@glossier.com