Utibe Mbagwu

I manage 7 social media channels across Glossier and Into The Gloss. I develop content strategy, enrich product messaging and brand identity,and produce, source, and edit content for engagement and growth. 


Selected Instagram Posts

Original posts I've ideated and art directed.

A viral medicine cabinet by @thepouf reimagined for the @glossier community for New Year's Day

⭐️ Our most commented post of all time with over 15,000 comments

I originally coined the hashtag #masksnack on @intothegloss in 2019—now it has almost 300 entries! @glossier joined in on the movement during a skincare push.

A Tweet turned video, created for a Boy Brow push.

Into The Gloss

Selected Instagram Stories:

Top 5

Our foremost community-oriented franchise that consistently garners our highest impressions. I've curated the Story since its origin.

Launch Stories 

The Instagram Stories that introduce our community to new launches, product reactivations, retail openings, and more

Glossier Beauty Grant Initiative Program

In June, Glossier donated $500K in the form of grants to Black-owned beauty businesses. I was tasked to work each grantee to ideate, art direct, and copywrite rich storytelling moments for the 16 winners (in total 24 pieces of original content) that illustrated their brand identity, mission, and goals.

Hanahana Beauty: 

A timeline of their beginnings, challenges, and goals for the future

Wavy Blue:

A slice of life showing how to start a beauty brand from scratch

Melanj Hair:

The muses, attitudes, and inspirations that form the brand identity of Melanj Hair.


The Best Way to Apply Cloud Paint

Art Director, Copywriter + Editor

⭐️ The Reel with the highest views and engagements  so far 

Makeup Challenge ft. Euphoria Makeup Artist Donni Davy 

Art Director + Producer

Blind Smell Test ft. Bon Appetit's Andy Baraghani

Art Director + Producer 

Blind Smell Test ft. Antoni Porowski

Art Director, Producer + Editor

Beauty Culture ft. Jia Tolentino

Art Director, Producer + Editor

The Best ft. Jonathan Van Ness

Producer + Editor

Using Format