This month’s Indie Index spotlights buzzy beauty brand Glossier, which recently announced its $24 million Series B funding round.

Launched in 2014 as the outgrowth of successful beauty blog Into The Gloss, the brand is synonymous with a social-first approach to driving awareness and launching products. Using social media, Glossier has been able to turn consumers into brand evangelists.

What can brands learn from Glossier? One key lesson: providing consumers with an incentive to share. As with other Indie brands, Glossier shoppers help fuel the brand’s always-on social media presence. But organic reach only takes a brand so far. By relying on sponsored posts, Glossier has been able to boost its already impressive reach and maximize cost-effective targeting.

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