Even at college Emily Weiss was driven and challenging expectations, studying at New York University, working part-time at Chanel, and interning at Teen Vogue. She dreamt up the concept for Into the Gloss shortly after graduating whilst working as a fashion assistant at Vogue. From writing her blog, Weiss noticed readers were actively engaging in discussions about skincare products they wished to see on the market. Into the Gloss in avertedly became a fountain of market research and illustrated a gaping potential customer base. Recognising this gap in the market, Weiss pitched the idea for a product line that gave these women exactly what they were looking for to her then manager, Eva Chen (editor in beauty department).
Although a company founded and primarily focused on e-commerce, Glossier’s expansion into in-store experiences is one to marvel at. Their flagship store in New York City has a line of around 2,000 people on a daily basis trying to snap a selfie in the stores famous mirrors and connect with fellow brand enthusiasts. Currently, Glossier has 3 permanent stores in the United States with pop-ups arriving in global capitals, such as London and Paris. When Weiss announced the closure of the Glossier stores at the beginning of the COVID-19 pandemic, there was an outcry on social platforms. Fans said they would have to cancel trains, hotels and even international flights booked with the purpose of visiting a Glossier store. This unbelievable response illustrates just how successful Glossier has been at driving a desirable commodity from a wholly digital standpoint.
There is no question Emily Weiss has disrupted the beauty industry in a way nobody saw coming. Forward-thinking and constantly questioning ‘what’s next?’ she has illustrated was it possible with the power of drive and determination. More than just a beauty brand with some aesthetically pleasing bottles for your cabinet, Weiss is selling a lifestyle with Glossier that doesn’t seem to be budging anytime soon.