Early Beginning
Emily Weiss, born in Connecticut, first interned at major fashion magazines during her college years at New York University (NYU). While at NYU, she secured internships at Teen Vogue and W Magazine, where she got exposure to the fashion industry.
After graduating from NYU, she worked as a fashion assistant at Vogue.
Starting The Blog (Into The Gloss)
In 2010, while still at Vogue, Emily Weiss launched a beauty blog called Into The Gloss. The blog was designed to provide a behind-the-scenes look into the beauty routines of real women, including celebrities, models, and beauty insiders. Weiss used her editorial skills to create compelling content, showcasing interviews with women about their beauty routines and products they used.
The blog immediately gained following because it was talked about the real beauty routines of people. Also, having access to industry insiders helped her talk about the industry insiders.
Launching A Beauty Brand (Glossier)
Emily Weiss noticed that her blog readers were actively seeking recommendations for products as they were engaging with the blog content. She immediately realized that there is an opportunity to create a brand for the users.
In 2014, Weiss launched Glossier, a beauty brand focused on skincare and makeup. The idea was to create products for the needs of the Into The Gloss community—simple and effective beauty products that work.
What set Glossier apart from other beauty brands was its direct-to-consumer approach. Weiss used her blog’s audience to market the brand, building a strong community through social media and word-of-mouth marketing. The brand’s minimalist and user-friendly products quickly made it a hit among millennials and Gen Z.
Glossier’s first product lineup included a moisturizer, a misting spray, a skin tint, and a balm. The initial reception was overwhelmingly positive, and within its first year, Glossier made over $10 million in sales, making Emily likely a millionaire.
By 2016, the brand secured $24 million in venture capital funding. This helped Glossier scale up its product line and expand its digital presence.
Scaling The Brand
Glossier used social media as a key marketing tool, creating a strong presence on Instagram and relying heavily on user-generated content. This helped to build a sense of community around the brand, allowing it to stand out in a highly competitive market.
In 2018, Glossier raised $52 million in Series C funding, pushing its valuation into the unicorn status of over $1 billion.
Glossier Today
Today, Glossier remains a standout brand in the beauty industry, known for its minimalist approach and customer-first philosophy.
Emily Weiss has earned accolades for her entrepreneurial achievements, being named to lists like Forbes’ “30 Under 30” and Time’s “Next 100.” In May 2022, Weiss announced that she would step down as CEO of Glossier but remain involved as the company’s executive chairwoman. Kyle Leahy took over as the new CEO, with plans to further grow and expand the brand.
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