The beauty game-changer

A sim­ple idea rev­o­lu­tionised the way we think about beauty – and made Emily Weiss one of the most ex­cit­ing in­dus­try in­no­va­tors to­day. Annabel Megge­son has a lot to learn

Red - - CONTENTS -

How Emily Weiss’s sim­ple in­no­va­tion has trans­formed the beauty in­dus­try

An unas­sum­ing venue on the cor­ner of Baker Street – I think it used to be a bath­room shop – has been con­verted into a pink-hued dream­scape, filled with soft rugs, vel­vet so­fas, mir­rored cab­i­nets, scented can­dles and big bunches of roses. This is the tem­po­rary Lon­don HQ of Glossier Inc, a com­pany founded in 2010 by chic New Yorker and then Vogue styling as­sis­tant Emily Weiss.

Weiss, 32, is as im­pec­ca­bly stylish and fem­i­nine as the space she has cre­ated. A white slo­gan tee is tucked into wide-leg trousers, a pow­der-blue vel­vet blazer perches on her shoul­ders, and she’s wear­ing fash­ion­able slides on her feet; there’s no more than a touch of con­cealer and lip balm on her face.

We’re here to talk about the up­com­ing launch of Glossier, the sk­in­care and make-up range that al­ready en­joys cult sta­tus in the US and is due to launch in the UK later this month. But there would be no buzz-wor­thy prod­ucts at all with­out Weiss’s orig­i­nal beauty brain­child – el­e­gant beauty blog Into The Gloss.

Weiss’s con­cept was sim­ple: women love to know what prod­ucts other women use. And, work­ing at Vogue,

Weiss had ac­cess to some of the most in­ter­est­ing and stylish women in New York. With her glam­orous sub­jects (su­per­model Kar­lie Kloss was one of the first women to grant Weiss ac­cess to her bath­room cab­i­net) and bright, can­did photography, she launched a glossy blog that soon be­came a cov­eted fix of beauty intel and gor­geous pics. Four years later, and with fol­low­ers in all the ma­jor fash­ion cap­i­tals, she was in a po­si­tion to launch prod­ucts of her own. So what does this “over-in­formed con­sumer” and en­trepreneur have to say on the sub­ject of look­ing gor­geous and cre­at­ing amaz­ing beauty con­tent?


“Be­fore dig­i­tal, beauty was quite an iso­lated ex­pe­ri­ence, but the truth is, every­one has a re­la­tion­ship with beauty of some sort and in that sense we’re all beauty girls. Dig­i­tal and, I think, Into The Gloss has played a part in this, bring­ing women closer, and closer to the truth of beauty, which is, of course, that we’re all our own ex­pert. There’s no such thing as ‘knows best’, only ‘knows best for you’, but of course, chances are what you know is go­ing to help some­one else.”


“We’ve had the prod­uct laid out on mar­ble and shot from above, we’ve had the friendly Youtube tu­to­rial, and the cult prod­uct. What’s next for dig­i­tal beauty is be­ing driven by women’s de­sire to get closer to re­al­ity. I firmly be­lieve there’ll come a time rather soon when we won’t need to touch or try beauty prod­ucts be­fore buy­ing them, be­cause the in­for­ma­tion is so com­pre­hen­sive and the vi­su­als so ef­fec­tive and the live stream­ing so ad­vanced. There’ll be Face­tim­ing cus­tomer ser­vice ex­perts who will lit­er­ally demo for you how draggy a lipstick is, how many coats it takes to build up the colour. This vir­tual process will be sat­is­fy­ing enough to make you buy.”


“I cleanse and use our new Prim­ing Mois­turiser

Rich, which is a £250 mois­turiser, ex­cept it costs £29. I also have a pre­scrip­tion serum I use to help tackle my melasma. I have a fear of most foun­da­tions, but I’ll use some of our Glossier Stretch Con­cealer. Con­cealer can make skin look 20% bet­ter, I be­lieve, so al­ways start there. Lip balm was one of the first prod­ucts we launched and I can’t live with­out it. There’s noth­ing like dry lips to make you feel fran­tic. The co­conut flavour was my favourite, but I’m lov­ing it in Birth­day at the mo­ment. I thought I’d get sick of it, to be hon­est, but I’m ad­dicted! If I’m go­ing out in the evening for a quick drink, I’ll put on mas­cara and Glossier Lip Gloss, which is the per­fect clear gloss – it makes lips look wet rather than sticky. It’s min­i­mal, but sexy.”


“Healthy skin is where it all starts – once you have that, you can dress up your face ac­cord­ing to your mood. I take fish oils to help hy­drate, and turmeric, which is anti-in­flam­ma­tory and can help keep skin look­ing clear. I also take 5-HTP for stress. I por­tion out my sup­ple­ments and keep them in my bag to take at a point dur­ing the day when I re­mem­ber.”


“I do ‘proper’ make-up two or three times a week, for special moments, but even then I’m hav­ing fun with it. I love try­ing new eye­shad­ows – they’re so ver­sa­tile. The cool way to ap­ply them is with your fin­gers for a more low-key look. RMS has a shade called So­lar that I’m re­ally into – it’s this cool, cop­per­gold, which looks quite molten. I also use Marc Ja­cobs Magic Marc’er Liq­uid Eye­liner, which is great. For blush, I mix Glossier Cloud Paints in Beam and Dusk to cre­ate my per­fect shade. We’re de­vel­op­ing a mas­cara at the mo­ment, so I’m us­ing that, but oth­er­wise Dior’s Dior­show is al­ways a pop­u­lar choice and one of the most fre­quently men­tioned mas­caras on Into The Gloss.”

Emily Weiss, founder of beauty web­site Into The Gloss, launches a prod­uct range in the UK this month

Glossier Prim­ing Mois­turiser Rich, £29

Glossier Balm Dot­com in Birth­day, £9 RMS Beauty Cream Eye Pol­ish in So­lar, £26

Glossier Glossier Stretch Con­cealer, £15

Lip Gloss, £11 Marc Ja­cobs Magic Marc’er Liq­uid Eye­liner, £23

Glossier Cloud Paints in (from left) Dusk and Beam, £15 each

Dior Dior­show Mas­cara, £25.50

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