Mixed signal. Discovery holds up, but content falls short.

Glossier scores 64/100: a mixed signal that reflects a store built for humans first and agents second. The discovery and payment plumbing is genuinely strong (Shopify rails, JSON-LD on every product sampled, llms.txt present), but the checkout gates agents behind CAPTCHAs and the product data model leaks structure right where an agent needs it most: attributes, variants, and price provenance.

Where the points went

The evidence

• CAPTCHA prevalence, 0/4. Both reCAPTCHA and hCaptcha fire on the cart and homepage, and the check flags transaction_blocking: true. This is the single biggest agent-hostile signal on the site.
• Product attributes structured, 3/6. Across 9 sampled PDPs, zero hit the "full" bar. Every structured hit is just {"attr": "brand", "source": "jsonld"}. GTIN, material, size, and ingredients live only in prose.
• Variant handling, 1/1 (but 0/9 enumerated). Every product carries variants (the errand bag exposes 213 data-variant-ids, the fragrance trio 415), yet none are enumerated in schema. Agents see pickers, not selectable SKUs.
• Checkout structure, 2/6. The classifier notes CHECKOUT PAGE marked as unavailable, suggesting it requires an initialized cart to render, and https://glossier.com/checkout returned 403 to the scanner. Guest checkout could not be verified either (3.2 scored 2/4, low confidence).
• Price history, 0/2. Sale markup was detected on all 9 sampled products, but zero carry schema dates or validity windows. An agent cannot tell a real markdown from a permanent "sale" price.

What already works

• Crawler posture is fully open. All 8 tracked agent user-agents (ChatGPT-User, Claude-User, PerplexityBot, Amazonbot, etc.) are allowed in robots.txt, and llms.txt is published.
• Payment and cart rails are agent-grade. Shop Pay is present alongside Apple Pay and PayPal, and /cart/add is a discoverable Shopify endpoint.
• Return policy is fully machine-readable, with a clean 30-day window, conditions, and process all present at /policies/refund-policy.

Fix first

1. Remove or scope down reCAPTCHA/hCaptcha on cart and homepage: recovers up to 4 points and unblocks agent transactions.
2. Enumerate variants and add GTIN, size, color, and material to Product JSON-LD: recovers up to 4 points across 2.2 and inventory clarity.
3. Add priceValidUntil and structured availability (schema.org/Offer.availability) on every PDP: recovers up to 4 points across 5.3, 6.5, and 2.3.

The biggest opportunity is the CAPTCHA wall: everything else here is a data-model upgrade, but that one line of policy is what turns Glossier from browsable into buyable for agents.