A Glossier Touch: Elevating Customer Experience with Yuma AI

Introduction

Glossier began in 2014 as it emerged from the popular beauty blog Into the Gloss, founded by Emily Weiss. At a time when brands told consumers what to buy and how to look, Glossier set out to flip that dynamic—putting the customer at the center. From its first four products to its now global reach, Glossier has built a reputation on accessibility, conversation, and fresh takes on beauty.

Today, Glossier offers a full range of skincare, makeup, body-care, and fragrance products. Beyond simply pushing new releases, Glossier’s focus has always been, in their own words, to create “the products you tell us you wish existed.” This ethos of community-driven innovation translates into everything they do—from immersive retail experiences to their approachable digital presence.

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The Challenge

Long before the recent surge in AI popularity, Glossier was experimenting with support automation. Always thinking about how to optimize their customer experience, some interactions benefit from a near-immediate response. One example is lost packages. When thinking about how to use AI for these customers, Glossier identified a critical requirement.

In e-commerce, “Where is my package?” is often not a simple question. As Amy Kemp from Glossier, points out, most customers only ask for help when something is off: no updates, a customs delay, or something else.

“If we were going to use AI for this use-case, we needed an AI solution that wouldn’t just say ‘Your order is shipped.’ The AI would have to open tracking links, parse the details, and figure out what’s really going on, just like a human agent would.” – Amy Kemp, Director of Omnichannel Customer Experience @ Glossier

Glossier’s scope went beyond “basic” automation. They needed an AI that could understand the complexity of their customer’s needs, and still act quickly and autonomously, freeing human agents to focus on higher functions.

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Why Yuma AI?

One of Glossier’s biggest concerns is accuracy. While one of the greatest advantages of Yuma is that it builds AI automations tailored to specific use cases.

“The idea of giving our entire knowledge base to a large AI model was not the right path for us. Yuma’s approach—creating dedicated AI automations for each contact reason—meant we could control what was shared, reducing the likelihood of AI hallucinations.” – Amy Kemp

Yuma’s features like Guardrails and Policies help control “too much information,” which can cause AI to hallucinate or give irrelevant answers. By focusing the data needed for each support scenario, Yuma ensures higher precision with less risk of error. Glossier’s first major test with Yuma was to see if it could truly parse global shipping links:

Accessing the tracking URL > Determining whether an item was in transit, stuck in customs, or lost > Responding to the customer with meaningful details or an immediate solution.

From the start, Yuma showed a 91% accuracy rate in resolving these shipping status tickets, even when packages traveled via smaller carriers in remote areas.

Another essential use case was “cancel and change order” requests. Glossier offers a one-hour cancellation window—if a ticket sits unaddressed too long, the package might ship to the wrong address. With Yuma, these requests are now processed swiftly, letting customers correct an address or cancel an order before it even drops to the warehouse.

“With Yuma, if a customer reaches out during our edit/cancel window, we will be able to make the necessary changes to send their order to the correct address. Historically, it’s possible that we may have missed their message until it was too late to make any updates.” – Amy Kemp

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Seamless Integration with Glossier’s CX Stack

Adopting a new tool can create extra work for brands — unless it’s designed to slot in easily. For Glossier, legal reviews and security checks took more time than the technical setup. Thanks to native integrations with help-desks and ecommerce platforms, Yuma’s deployment felt nearly instant.

“We barely had to think about the technical side. Yuma just worked, right out of the box. That was a huge relief, so we could focus on customer experience rather than implementation.” – Amy Kemp

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Outcomes

Elevated Customer Experience

The brand’s community-forward identity means every touchpoint is personal. Yuma’s AI is configured to detect sensitive tickets and escalate them to human agents, ensuring empathy and nuanced responses when it matters most. Meanwhile, for specific use-cases where fast response times are required, simpler queries are resolved instantly.

High Accuracy Complex Ticket Resolutions

Glossier’s primary requirement was to automate WISMO (where is my package?) tickets without missing critical details like customs delays or lost packages. With Yuma, they saw a 91% accuracy rate—right from the start—when parsing tracking links, assessing status, and responding to customers autonomously.

87% Decrease in Overall Response Times

By setting up AI agents to engage with customer inquiries where reply times matter most, Glossier drastically sped up first-response metrics across the board. The brand reports an 87% drop in average response times, freeing human agents to handle more nuanced and community-driven inquiries.

Easy, Targeted Setup

Glossier’s team appreciated the ability to create specialized “mini knowledge bases” for each ticket type. This “small and specific” approach cut down on potential errors and confusion.

Actionable Partner Support

Whether it was building custom solutions to parse complicated tracking data or adjusting how subject lines appear in the helpdesk, Yuma’s support team tackled new requests quickly. For Glossier, it felt less like a one-size-fits-all tool and more like an adaptable partner that truly evolves with their needs.

“We’ll come up with an idea, and by the next day, Yuma’s support team has added the feature or found a workaround. It’s been fun watching them move so fast—it’s like we’re building something together.” – Amy Kemp

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Conclusion

For a brand known for putting people at the center, Glossier needed an AI partner that could handle real-world complexity. By cutting response times and accurately parsing extensive international shipping queries, Glossier can show up for their community.

As Glossier continues to grow, Yuma helps ensure its customer support remains effortless and community-focused—a testament to the brand’s founding vision.

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