Glossier names Ouai marketing boss as CMO amid strategic reset

Glossier has appointed Nicole Solorzano as its new Chief Marketing Officer, marking a key leadership move as the brand undergoes a strategic reset.

Solorzano, currently Head of Marketing at haircare brand Ouai, will join the millennial-focused beauty company on 6 April, according to The Business of Beauty.

She will oversee product marketing, as well as content and community initiatives, while leading Glossier’s global brand vision during what insiders describe as a “re-founding” phase.

Solorzano’s appointment represents CEO Colin Walsh’s first C-suite hire since he joined Glossier in October 2025. Walsh and Solorzano previously worked together for five years at Ouai.

The leadership change comes as Glossier undertakes a overhaul of its business. Earlier this week, Walsh outlined plans to refocus the brand’s mission by slowing its product pipeline, reducing headcount and scaling back its retail footprint.

As part of this strategy, Glossier will close nine of its 12 stores over the next two and a half years, leaving only its flagship locations in London, New York and Los Angeles.

The company is also streamlining its product range to prioritise hero items and fragrances, including its bestselling Glossier You eau de parfum.

In other reports, a company spokesperson confirmed the planned store closures, stating: "The news shared is correct. We do not have any further statements to share."