Glossier Explained

Glossier is a skincare and beauty brand founded by Emily Weiss in 2014. It started as an online-only company, building on the popularity of the beauty blog "Into the Gloss". Its marketing challenged traditional norms and beauty standards.[1]

History

Weiss began her career in the fashion industry and gained public attention through her beauty blog "Into The Gloss" while working at Vogue. Inspired by the direct interactions with her readers, she founded Glossier with the mission to democratize beauty and create products that enhance natural beauty.[2] [3]

Glossier raised $2 million in seed funding from Forerunner Ventures, and launched Glossier.com with four products: an all-purpose balm, a facial mist, a sheer skin tint, and a moisturizer.[4] [5] The site developed philosophy of "skin first, makeup second",[6] promoting a relaxed approach to beauty.[7] It later expanded its product line to include skin serums, masks, shower gel, body lotion, fragrance, lip balms and lipstick.[8]

In 2018, Glossier more than doubled its revenue in 2018, adding over 1 million new customers.[9] In 2018 and 2019, Glossier raised another $150 million, valuing the company at $1.2 billion.[10] [11] That year it introduced a clothing line, GlossiWEAR, and its first physical retail location.[12]

In May 2022, Weiss stepped down as CEO of Glossier, but stayed on its board as executive chairwoman. Kyle Leahy, Glossier's former chief commercial officer, took over as CEO.[13]

Reception

Glossier gained recognition for its inclusive marketing campaigns showcasing individuals of various skin tones, ages, and genders, including through social media and a blog called Into the Gloss, building relationships directly with consumers in a direct-to-consumer business model that allowed it to solicit feedback directly from customers. Glossier was one of the first to do this in the cosmetics industry.[14] [15]

Individual products have received beauty awards from fashion magazines, including a number from Allure.[16] [17]

Notes and References

  1. Web site: 2023-12-13 . Unveiling Glossier's Mission Statement: A Deeper Look into Beauty and Beyond Lani-Loves.com . 2023-12-13 . en-US.
  2. Web site: 2016-02-24 . Meet Emily Weiss: A Look Inside Glossier With Its Founder & CEO . 2023-12-13 . Into The Gloss.
  3. Web site: 2018-05-09 . What Emily Weiss Does Before She Goes Out . 2023-12-13 . Into The Gloss.
  4. How Glossier turned itself into a billion-dollar beauty brand . Wired UK . 1357-0978 . August 18, 2021.
  5. News: Del Russo . Maria . Your New Favorite Makeup Line Is All About Skin Care . Refinery29 . October 6, 2014.
  6. Web site: About . 2023-12-13 . Glossier . en.
  7. Fischer . Molly . 2023-09-18 . How Glossier Made Effortlessness a Billion-Dollar Brand . en-US . The New Yorker . 2023-12-13 . 0028-792X.
  8. October 10, 2019 . How Emily Weiss's Glossier Grew From Millennial Catnip to Billion-Dollar Juggernaut . Vanity Fair . August 18, 2021.
  9. Web site: Berger . Sarah . March 20, 2019 . Glossier: How this 33-year-old turned her beauty blog to a $1 billion brand . March 5, 2020 . CNBC.
  10. News: Mandell . Janna . Glossier Just Got $52 Million In Fresh Capital, Bringing Total Funding To $86 Million . Forbes . March 6, 2018.
  11. News: Roof . Katie . Chernova . Yuliya . March 19, 2019 . Glossier Tops Billion-Dollar Valuation With Latest Funding . Wall Street Journal . April 22, 2019 . 0099-9660.
  12. Web site: Rearick . Lauren . July 14, 2019 . Glossier Is Coming for Our Closets with Glossiwear . February 1, 2021 . Allure .
  13. Web site: 2022-05-24 . Glossier CEO Emily Weiss Steps Down . 2023-12-13 . The Business of Fashion . en.
  14. Web site: 2022-08-07 . Glossier marketing: How the beauty brand used word-of-mouth to shake up the industry Extole . 2023-12-13 . en-US.
  15. 2020-08-04 . Glossier Built a Cult-Brand and a Digital Community, but What's Next? . Cold Call - HBS Working Knowledge. 2023-12-13. Harvard Business School. en.
  16. How Glossier turned itself into a billion-dollar beauty brand . en-GB . Wired UK . 2023-12-13 . 1357-0978.
  17. Web site: 2017-12-07 . 15 Glossier Products That Beauty Editors Are Obsessed With . 2024-01-02 . Allure . en-US.

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