Glossier launched in 2014 with just four products, and an ambition by its founder Emily Weiss to redress the disconnect she’d seen between beauty brands and consumers. It now sells over 50 products across makeup, skincare and fragrance and in 2021 had a valuation of $1.8 billion.

Starting out as a D2C brand, Glossier has since crept into the real world, setting up shop with ten stores across the US and one in London. While the impact of the pandemic has meant a couple of turbulent years for Glossier, the brand, with new CEO Kyle Leahy, has hopes of getting back to the people-first shopping experience it set out with.

Here CR speaks to Copenhagen and Sweden-based creative company Barkas to get an insight into its recent work with the brand, and how they’ve helped Glossier reconnect with its customers.