EMILY WEISS GLOSSIER
Creating a new blueprint for brands by building a following—and then launching a product
IT WOULD PAIN THE EXECUTIVES at Estée Lauder and L’Oréal—having poured hundreds of millions of dollars into celebrity ad campaigns—to learn how effortlessly Emily Weiss gets Millennials excited about one of her company’s new products. With names like Wowder (face powder) and Cloud Paint (blush), “now girls are Googling our trademarks” trying to sleuth what Glossier’s next release might be, explains Weiss, the founder and CEO of the breakout beauty upstart that experienced 600 percent year-overyear growth from 2015 to 2016. An effortless aesthetic is initially what attracted such a devout following to Into the Gloss, the former Vogue assistant’s blog, where she spilled secrets like how to get dewy skin. Then in 2014, Weiss surprised her readers by launching a beauty brand, which is driven by an enviable fandom machine: Every time New York City–based Glossier unveils a product, a brigade of devotees flood social media with a collective gush. Weiss is channeling that passion into a new “representative program” of some 500 Glossier enthusiasts who earn a commission for the products they sell. Says Weiss of her ambitions: “The goal is to become the Nike of beauty.”
MAKEUP MESSIAH Emily Weiss raised $34.4 million in funding after converting her beauty blog following into a cosmetics and skin care juggernaut.