Glossier is perhaps more of a cult beauty brand than a celebrity beauty brand. However, Glossier’s founder and CEO Emily Weiss racked up a massive following before launching her first product set, making her kind of eligible as a celeb beauty brand.
Her following is thanks to IntoTheGloss.com, Weiss’ website where she wrote about all things cult-y beauty and peeked into the bathrooms cabinets and make-up bags of actresses, models, beauty professionals and other interesting women du jour. At the start, Weiss combined writing for the website with her career as an assistant at Vogue US. With the instant success of the website, she was able to focus all of her time on it pretty quickly, leaving Vogue. All of that writing about beauty products that really work (Weiss’ mission statement) made her hungrier for more.
After developing the first batch of products, with the help of her loyal following, Weiss’ unleashed Glossier into the world in 2014. Glossier aims at making all of those “best of” products on Into The Gloss sort of come together in one all-inclusive line. In a world of heavy contouring, constant streams of news, trends and all kinds of things you’re supposed to be doing according to others, Glossier aims to be more of a warm hug from an older sister. Comforting and with the simple advise to just do you.
The result? An incredible range of skincare products for face and body, fragrance and realistic make-up products that just do what they say. No pressure to be perfect, Glossier aims at a perfectly imperfect self. You won’t be seeing an advertisement for Glossier mascara where the woman in the advertisement is clearly wearing false eyelashes. Glossier started from a real and authentic place and made that their core values and advertisement aesthetic. We adore!
Glossier is currently available at Glossier.com in the US, Canada and the UK. In Europe, Glossier is currently only available at Colette in Paris until December 20th 2017. A French e-store (please expand to the rest of Europe dear Glossier!) is set to follow in early 2018.