Scroll to see each email displayed in mobile format. All content is speculative.
Sarah [fictional name],
Not "I am." Past tense. Used to be.
You can pinpoint the moment. Maybe when you opened new Balm Dotcom and it felt wrong. Or when you saw the Sephora announcement and felt grief, not excitement.
You're mourning an identity.
Being a "Glossier girl" meant something. Natural over full-coverage. Community over celebrity. You weren't just buying makeup—you were part of a movement.
Then we became what we disrupted.
The betrayal wasn't that we changed. It's that you had no say.
You went from partner to passenger. Watching changes happen TO you instead of WITH you.
Tomorrow: What's different now.
P.S. We stopped asking. We started deciding. That's the betrayal.
Sarah [fictional name],
Before we launch, reformulate, or discontinue anything else, you'll see it first.
Not after the fact. Not a PR statement.
You'll approve it. Or you won't. Your vote will be binding.
Your power moved from END to BEGINNING.
Tomorrow: Meet Rachel, who tested this system and changed a product launch.
P.S. This isn't feedback. It's governance. Big difference. [Speculative concept]
Sarah [fictional name],
Meet Rachel. [Fictional customer story]
Long-time customer. Done with us after the reformulation.
She joined Inner Circle beta to tell us everything we did wrong. [Fictional program]
First test: Reformulated Milky Jelly Cleanser.
She expected us to ignore it.
Two weeks later:
She re-tested. She voted YES.
Product launched. Her name appears on the product page: "Approved by Rachel M. and 2,847 Inner Circle members." [Fictional]
Rachel's take: "I don't fully trust Glossier again. But I trust the PROCESS."
VERIFY IN DASHBOARD →Sarah [fictional name],
Take this 2-minute survey.
You're not giving feedback. You're writing the rules we'll follow.
If you say "I need veto power on reformulations," we're writing it into our Terms of Service. Legally binding. [Fictional concept]
This is your chance to determine how much power you have.
Not how much we give you. How much you demand.
3,000 spots available. First come, first served. [Fictional]
TAKE SURVEY - CLAIM YOUR SPOTTomorrow: We'll show what you told us + the governance structure you built.
P.S. Survey is anonymous. Tell us everything we did wrong. We need that more than nice comments.
Sarah [fictional name],
3,124 of you took the survey in 72 hours. [Fictional data]
We had 3,000 spots. We're expanding to 3,500.
All four are now in our Terms of Service. Section 4.2. Legally binding. [Fictional]
The Dashboard is live. Everything we claim? You can verify. [Fictional]
JOIN INNER CIRCLETomorrow: Vote on our next launch—even if you're not a member yet.
P.S. You built us once. Now let's rebuild—together, for real.
Sarah [fictional name],
Three products ready. One launches June. You decide which. [Fictional scenario]
Fix stickiness (67% complain) but might reduce wear 10-15%
Warm brick red (3,124 requests). First version pulled orange. Fixed now.
2018 formula return. Not vegan. Can't sell EU. Running both versions.
Your vote is binding. Monday morning, $120K gets allocated to winner. [Fictional]
Current tally [Fictional numbers]:
Cloud Paint: 41% (1,441 votes)
Lip Gloss: 34% (1,197 votes)
Body Hero: 25% (879 votes)
You can vote even if not a member. Preview of your power.
Tomorrow: Results + what happens to the losers.
Sarah [fictional name],
Cloud Paint "Brick" won. 43%. [Fictional result]
$120K allocated Monday. Verify in dashboard. [Fictional]
But here's what else your votes did:
Total: $225,000 spent on products that will never launch. [Fictional numbers]
If we'd launched anyway: $800K+ in returns and lost trust.
Your votes saved us $575K.
This is what "for real" costs: $225,000.
SEE KILLED PRODUCTS IN DASHBOARD →Tomorrow: The truth about Sephora.
Sarah [fictional name],
You were right about Sephora.
You said: "This will change everything. Glossier won't be special anymore."
We said you were being dramatic.
We were wrong.
These losses were real.
But the special thing wasn't WHERE you shopped. It was HOW MUCH POWER YOU HAD in shaping what we made.
The new exclusive [Fictional concept]:
Anyone can buy Glossier at Sephora.
Only 3,500 people can GOVERN Glossier.
You're not deciding what to buy. You're deciding what 40,000 Sephora shoppers will be able to buy in 6 months.
"I'm Inner Circle" > "I'm a Glossier girl"
Tomorrow: Final invitation.
Sarah [fictional name],
The timeline [Fictional]:
Wednesday midnight: Enrollment closes.
You built Boy Brow with a comment. Cloud Paint with a request.
Now rebuild everything—with binding, legal power. [Fictional]
JOIN INNER CIRCLE - 396 SPOTS47 hours left.
Sarah [fictional name],
You built us once.
Boy Brow exists because you asked. Cloud Paint launched because you requested. That was real co-creation.
Until we forgot.
Now we're asking: Do you want your power back? [Fictional offer]
Not the power to comment and hope. The power to vote and know it's binding.
Not promises. Terms of Service that make your votes legally protected. [Fictional]
Not "Glossier girl" identity. "Inner Circle member" governance. [Fictional program]
THREE WAYS TO RESPOND:
JOIN INNER CIRCLE396 spots left. Get voting rights + 15% off forever. [Fictional]
KEEP ME UPDATEDWatch from sidelines. No votes or discounts.
UNSUBSCRIBEYou've moved on. We get it.
The choice is yours. The deadline is tonight.
P.S. If this is BS, Section 4.2 triggers automatic refunds. You're protected. [Fictional terms]