Indie Sleaze

What does this community mean for Glossier?

The 2010s Cobrasnake/American Apparel revival: smudged black kohl, day-after smoky eye, greasy lash, wine-stained lip, flash photography. Anti-clean-girl by design — the point is looking like you slept in it.

Attention Level

Moderate

Engagement Level

↑50%

The Average Income for People in this Community Comes to

$35–70k

Social Activity is Relatively

High

Match

24%

People using Glossier are typically around

Ages18–27

Est. Audience

98k

The Market Penetration is

36%

What are people in this community up to?

Check out the latest events people in the Indie Sleaze Community have been up to in the last 6 months.

The Strokes Reunion Tour

The Strokes' surprise summer run drove a 380% spike in searches for skinny scarves, smudged eyeliner and American Apparel resale.

American Apparel Relaunch

The brand's revival capsule sold out in 48 hours, headlined by the iconic disco-pant restock.

Cobrasnake Archive Exhibit

Mark Hunter's 'Party Photographer' archive opened at MOCA LA, pulling 60k visitors and lighting up TikTok nostalgia.

Indie Sleaze on the Internet

160 mil

Est. Monthly Views Across All Social Media Platforms

4.8 mil

FOLLOWERS TOTAL ACROSS ALL SOCIAL MEDIA PLATFORMS

11 brands

Brands Have An Active Presence In This Community

Content in this community use these hashtags.

1.4B+ views

#indiesleaze#indiesleazerevival#smudgedliner#grungemakeup#cobrasnake#2010saesthetic#rockstarglam

What are people searching for?

7M+ searches on Google, here's the top 10

indie sleaze makeup

49k

smudged eyeliner tutorial

40k

grunge makeup

33k

julia fox eye

22k

day after makeup

14k

digicam flash photos

12k

american apparel aesthetic

messy black liner

2010s party aesthetic

undone red lip

The best performing or most likely to trend content are

38%

Flash-photo party GRWMs

23%

Smudged-liner speed tutorials

17%

'How to look hungover on purpose' reels

13%

Grainy digicam photo dumps

Night-out-to-morning-after transitions

Who is active in this community?

@juliafox • Instagram

Julia Fox

The reference point — her smudged black-eye looks are the modern indie-sleaze template.

@devonleecarlson • Instagram

Devon Lee Carlson

Wildflower Cases co-founder whose party-photo aesthetic overlaps directly with the indie-sleaze revival.

@emmachamberlain • YouTube

Emma Chamberlain

Her lo-fi, greasy-lash, undone-makeup POVs pull heavily from indie-sleaze visual references.

Here's a few things people
are shopping for.

Urban Decay 24/7 Glide-On Eye Pencil in Black

Turn Indie Sleaze into
your next campaign.

Spin up briefs, hooks, moodboards and shot lists tailored to Glossier.

IDEATE ON THIS COMMUNITY

Indie Sleaze

What does this community mean for Glossier?