How does Glossier, in the course of two years, go from launch to being talked about as the beauty brand that possibly defines a generation? The skincare and makeup brand is expected to grow 600 percent in 2016, rising so fast that the company has re-forecasted its revenue goals twice this year.
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Once a woman seeking a new mascara might ask the sales associate at her local department store’s beauty counter for guidance. Now she’s more likely to google “best mascara” and arrive at an e-commerce site like Sephora, where she’ll find extensive customer reviews, or other online forums like Beautypedia and MakeupAlley. Read more at The Wall Street Journal.
Read MoreGlossier (a play on the word dossier) doesn’t rely on celebrity ads or high-profile department store placements. Employees talk to customers directly—via email, social media, the company’s site—in a casual voice that young people understand. If there’s such a thing as designing a millennial approach for selling a product, this gets pretty close: real and unmediated, the antibrand brand. Read more at Wired.
Read More“There are beauty launches, and then there are beauty launches. When Emily Weiss created her blog, Into the Gloss, it made people stop and think about the beauty industry. And with the launch of Glossier, she did the same for products. The Phase 1 set was a carefully curated mix of skincare basics. And today, Phase 2 introduces makeup staples to deliver Glossier’s signature simple yet elegant aesthetic.” Read more at Forbes.com.
Read More“Whereas older generations of consumers pledged loyalty to one or two department store beauty counters, today's young women are comfortable going on Sephora.com to purchase a product they only just learned about from a YouTube vlogger. Now, a group of savvy entrepreneurs is taking advantage of this evolving landscape by launching direct-to-consumer beauty and grooming brands like Glossier, Stowaway, Bevel, Onomie and Context (to name just a few) that speak to the millennial consumer.” Read more at Adweek.
Read More“For beauty brand Glossier, Instagram and blog comments aren’t cringeworthy fodder to be ignored. Instead, they served a surprisingly real purpose within the company when the team collected them to create its first face wash, the Milky Jelly Cleanser, launched on Monday.” Read more at Digiday.
Read More“For decades, the beauty industry has been run by a handful of large, publicly-traded behemoths. In recent years, women entrepreneurs have started modern, tech-enabled companies aimed at filling gaps in a market that’s both enormous — worth $60 billion a year in the U.S. — and staid. They’re making inroads: Lauren Remington Platt’s on-demand hair and makeup company Vênsette, Melody McCloskey’s appointment booking firm StyleSeat and Emily Weiss’s thoroughly modern cosmetics startup Glossier have raised well over $50 million between them.” Read more at Forbes.
Read More“When Into The Gloss blogger Emily Weiss launched Glossier, her digital-first beauty brand, last October, she knew she wanted to ground the business in feedback from consumers. Over the past year, Weiss has gleaned plenty of insights — from Instagram comments, emails and online surveys — that she has been able to leverage as she develops her brand, product offering and customer experience. Take, for instance, consumers living outside of the US, who were unable to order products. ‘The number one question we get is about international shipping,” Weiss says. “It pained me.’” Read more at Business of Fashion.
Read More“When it comes to girl bosses, it doesn’t get much more bossy (in that good, Beyonce-condoned way) than Emily Weiss, who, with Into the Gloss, pretty much informed every beauty cabinet decision made post-2010, and then gave us exactly what we needed with Glossier’s must-have products (we’ll never use another primer again, btw).” Read more at The Coveteur.
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