How Glossier's perfume saved it from the millennial dustbin

• Beauty brand Glossier has a hit on its hands with its "You" perfume, driven by a viral TikTok.
• Glossier had been a peak millennial direct-to-consumer brand but has recently struggled.
• It's fascinating to read how Glossier capitalized on the viral perfume hit to resurrect the brand.

It seemed for a moment like Glossier might be headed the way of skinny jeans or Allbirds — yet another brand aligned with 2010s millennial appeal that lost its relevance.