Glossier has recruited internet icon Quen Blackwell to star in the campaign for its newest “Balm Dotcom” flavor: Espresso. The YouTuber and actress brings her signature offbeat energy to the office-themed shoot, portraying a chaotic-yet-chic desk jockey. The campaign marks another nod to Gen Z humor and digital culture, aligning Glossier’s branding with a younger, plugged-in audience.
The latest addition to the Balm Dotcom line arrives with a rich, coffee-colored tint and a mocha-inspired scent. Glossier describes the new flavor as a blend of roasted coffee beans, steamed milk, and vanilla cold foam, housed in a formula designed to provide both color and care. It’s part of the brand’s push to reinvigorate its core products with fresh, culturally resonant packaging and flavor updates.
@glossier Back by popular demand! Espresso Balm Dotcom is where buzz meets balm, where chaos turns into calm. Freshly roasted espresso, steamed milk + vanilla cold foam with a dark brown tint… It’s the power move your lips deserve. Shop now at Glossier and @sephora ♬ original sound – Glossier
Espresso follows a string of reformulations and rebrandings for the Balm Dotcom line, which has maintained cult status since Glossier’s early days. Unlike previous flavors that leaned fruity or floral, Espresso opts for a more grown-up sensory experience. The cool mocha tint offers a sheer wash of color, positioned as both a cosmetic and a comfort product for everyday use.
Formulated with a mix of moisturizing agents, the balm includes beeswax and lanolin for hydration retention. It also features castor seed oil, cupuaçu fruit extract, rice bran, and rosemary leaf extract, ingredients known to nourish and coat dry lips. These additions contribute to the product’s smooth texture and restorative effect, offering more than just a tinted finish.
Quen Blackwell’s presence anchors the entire concept. Her chaotic charm and online fanbase bring a level of relatability and irreverence that few traditional campaign faces can offer. In a sea of clean-girl aesthetics and polished beauty rollouts, Glossier’s Espresso campaign serves up something a little messier, and more fun, with the same nourishing payoff.
Priced at $24 USD, the Espresso Balm Dotcom is now available on Glossier’s website and through Sephora.
