Image source: glossier.com
Aside from its rich history, never-ending nightlife, and majestic skyline, New York City is also known as home to some of the world’s most successful beauty brands. As a matter of fact, even makeup enthusiasts and product junkies who do not live in The Big Apple flock to the city just to get a glimpse of an amazing selection of homegrown beauty brands. One of the startups that made it to the big leagues is Glossier, an entrepreneurial phenomenon launched by Emily Weiss in 2014.
Like other towering titans in the business landscape, Glossier is rooted in humble origins and stark beginnings. What began as a startup with only four products has now become a burgeoning beauty powerhouse redefining the future of e-commerce. True enough, the brand is currently gaining a lot of recognition as it has been the star of many content creators’ makeup routines and product reviews.
Long before she was the CEO of a flourishing style empire, Glossier founder Emily Weiss spent her days working hard on her side hustle before heading off to her main job. Aside from being an editorial assistant at Vogue, she was also at the helm of her passion project, which was a style blog called “Into The Gloss.” The latter would eventually become the bedrock on which a company that would democratize beauty stands.
Glossier, Inc. was founded in 2014 on the belief that beauty is not built in a boardroom. Rather, it happens when people devote themselves as part of the process. After getting its big break with “Into The Gloss,” a beauty website devoted to individuals sharing the products they love, the brand has become a source of inspiration and information for beauty gurus and enthusiasts from across the globe.
Because of its back-to-basics philosophy, Glossier has built a cult following among millennials. On top of that, the digitally native beauty brand also has a narrow, and affordable product range primarily focused on skincare. With color cosmetics and fragrance rounding out the line, the company takes pride in celebrating its customers’ natural beauty. Indeed, it is staying true to its tagline, “Beauty products inspired by real life.”
In several interviews, Emily Weiss shared that her central idea was to reframe the conversation about beauty. As someone who has always been dissatisfied with the current landscape of the consumer beauty industry, she addressed herself to the challenge of giving women a voice and a platform to talk about what beauty really is.
Although she is most famous for being the esteemed founder of Glossier, Emily Weiss will never be forgotten for building a community around the pillars of trust and authenticity through “Into The Gloss.” Indeed, the platform has given women from all walks of life opportunities to discuss beauty products in a genuine, low-cost way. More than a community, the blog has turned into a safe space for women to tell their stories.
Besides its great products and outstanding makeup line, Glossier is also acclaimed for its deep-rooted beauty philosophy. Above anything else, it strives to continue its culture of empowering individuals to embrace their unique styles and make meaningful connections with others. Now, it is making significant strides in building the future beauty company where everything it makes starts with its valued patrons.
Learn more about Glossier here.
References:
https://www.glossier.com/about
https://www.wired.co.uk/article/how-to-build-a-brand-glossier
