Layoffs have ensued at Glossier because it refocuses its distribution strategy.

The brand, a previous direct-to-consumer darling that unveiled a retail partnership with Sephora last week, has laid off 24 employees because it streamlines to satisfy the needs of its omnichannel strategy under freshly minted chief executive officer Kyle Leahy.

“Glossier‘s first chapter was almost exclusively focused on a single channel of distribution. Now we’ve grown, the marketplace has evolved, and our consumers are searching for us to satisfy them where they’re: in-store, online, at retail partners, and world wide,” Leahy in a press release. “We’re reorganizing our company to align our structure, scale and talent with our refined omnichannel strategy. While these decisions are incredibly difficult, I’m confident Glossier is positioned for achievement in its next chapter.”

In an internal memo obtained from an anonymous source by WWD, Leahy noted that the corporate is “reorganizing our company to align the structure, scale and talent with our refined strategy.”

The note also mentioned that the corporate is adding shy of 20 recent employees “to support key areas and priority initiatives, including in wholesale, product, supply chain and operations.”

Down the road, the brand can be “elevating our product road map, launching our partnership with Sephora in early 2023, re-platforming our website in fall 2022, and opening an exciting pipeline of recent stores across major cities within the U.S., culminating with our return to SoHo with our NYC flagship in early 2023,” Leahy said within the note.

Based on 2021 year-end data from The NPD Group, “Instabrands” — the category of brands encompassing Glossier and Jeffree Star, amongst others — declined probably the most last yr out of every other brand type within the U.S. prestige market.

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