Emily Weiss on Creating Glossier  By Democratising Beauty

The beauty world is full of big, often overpriced, makeup brands which dominate the market and tell the consumers what they should buy to look beautiful. As a response to this, Emily Weiss’s brand Glossier comes in to ‘disrupt’ the market, put women in the forefront and create affordable products that her customers need and are actively asking for.

Weiss herself is a gifted entrepreneur, who from a young age has created opportunities for herself. At age 15 she scored an internship with Ralph Lauren. She moved on to have a series of assistant jobs at Condé Nast — first in the fashion closet at W magazine, then as an assistant to the stylist Elissa Santisi. In 2010 she launched her beauty blog Into The Gloss, where she became an authority on beauty and skincare and gained valuable knowledge about the needs of her readers. Four years later in 2014 Glossier was born.

  ‘Women have a voice through social media to inform brands what they want. […][Glossier] is a platform where I listen to my customers and react to their every need — they become co-creators.’ —    Glamour

‘Women have a voice through social media to inform brands what they want. […][Glossier] is a platform where I listen to my customers and react to their every need — they become co-creators.’ — Glamour

Weiss’s belief in the power of social media has paid off and she attributes Glossier’s success to creating products her customers love. In her view, social media has given women the opportunity to democratise beauty. For her, every customer is an influencer.

We believe all companies should follow this approach. We are definitely doing so ourselves. We believe in co-creation and giving our community a platform to ask for advice, share knowledge and discuss important topics like gender equality and female empowerment.