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
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?
“YOU KNOW WHAT’S BEST”
“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.”
“THE NEXT ERA IN DIGITAL IS EVEN CLOSER TO REALITY”
“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’M A MINIMALIST”
“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.”
“SKIN FIRST, MAKE-UP SECOND”
“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.”
“MAKE-UP SHOULD BE PLAYFUL”
“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.”