“Democratizing beauty” and allowing women to empower one another through the products they use in their makeup and skincare routines. Glossier, a beauty company that has women all over the world raving about the quality and look of their products. Glossier was started in 2014 by the company’s CEO, Emily Weiss.
WHERE IT ALL BEGAN
In 2014, when the company was started, Emily Weiss created her blog, Into the Gloss, which has since then been categorized as a website where interviews of women from different backgrounds share their makeup and skincare routines. Her blog grew in popularity quickly and ignited her spark to create a beauty brand that starts with women first, then the creation of products. 
Her drive and passion for listening to the needs and lifestyles of the consumers of her brand allowed for its great success. When the brand first started, the website was the only means of purchasing products. With the company’s growth, a flagship store located in SoHo, New York City, has become a permanent location for Glossier, with a unique store, attracting thousands of customers each month. After her interviews with hundreds of women, she realized what women really want is acceptance within the beauty community. Normalizing that each woman is there own beauty expert and no matter how simplistic or complex their routines may be, it is their routine and there should not be criticism.
GLOBAL BEAUTY LIFESTYLE
The beauty brand has grown since 2014 where the following of the brand and the Into the Gloss blog grew qui
ckly. Now, Glossier has a significant social media following by millions of women across the nation. Glossier has 2.8M Instagram followers, along with high conversion rates of both the Glossier and Into the Gloss websites. As of March 2019, the brand is valued at $1.2 Billion. Emily accredits the company’s success to listening to women and their stories and how no matter what profession or expertise we have, everyone is an expert, not only professionals. The range of products offered by Glossier range from skincare essentials, makeup essentials, fragrances, and merchandise. The unique packaging and marketing of the company has also caught the eye of millennial consumers and made the products picture-worthy to share on social platforms. Adapting to the needs and wants of their consumers has led to an increase in sales, social media presence, and much more.
This really opened my eyes to Glossier. As someone who hardly ever wears make up, I hadn’t put much thought into make up companies. However, it was fascinating for me to read about how Glossier got its start. Specifically, I enjoyed learning about the social aspect of Glossier. I love how they removed the stigma around beauty standards right from the start, which is something I feel like a lot of beauty companies are only just now starting to do.
This was such a well write post! I love that the brand is based off putting women first, then creating the products. The message of this success story really resonated with me! well done!
This is such a great company with an amazing mission! As a lover of Glossier myself, I enjoyed learning about founder Emily Weiss and her mission behind the company in more depth. I particularly liked that you talked about how she listens to women who wear makeup- the real experts- instead of relying in “experts” the beauty industry. That is one of the main reasons I love Glossier; they have brought practicality to the beauty industry and this post was a great representation of that.
Great post Isabelle! I love this brand so it was fascinating to read about the start up. I think makeup is such a unique and stylistic creation that is different for everyone. Glossier never tells their customers what beauty should look like and I think it is so great to have a brand like this for consumers of makeup!
I love how you opened this post with “Democratizing beauty” and how Glossier strives to allow women to empower one another through the products they use in their makeup and skincare routines. I think there is still a stigma around makeup and makeup “wearers,” and it is enlightening to hear of successful entrepreneurial women advocating for other women. It was also enlightening to hear that the brand is valued at $1.2 Billion. This goes to show that Emily successfully thought of others needs as well as their inner and outer beauty. Lastly, I think it is amazing how Emily accredits the company’s success to listening to women and their stories and how no matter what profession or expertise we have, everyone is an expert, not only professionals. Great post!