Glossier
Glossier is a skincare and beauty brand founded by Emily Weiss in 2014. It started as an online-only company, building on the popularity of the beauty blog "Into the Gloss". Its marketing challenged traditional norms and beauty standards.[1]
History
Weiss began her career in the fashion industry and gained public attention through her beauty blog "
Glossier raised $2 million in seed funding from Forerunner Ventures, and launched Glossier.com with four products: an all-purpose balm, a facial mist, a sheer skin tint, and a moisturizer.[4][5] The site developed philosophy of "skin first, makeup second",[6] promoting a relaxed approach to beauty.[7] It later expanded its product line to include skin serums, masks, shower gel, body lotion, fragrance, lip balms and lipstick.[8]
In 2018, Glossier more than doubled its revenue in 2018, adding over 1 million new customers.[9] In 2018 and 2019, Glossier raised another $150 million, valuing the company at $1.2 billion.[10][11] That year it introduced a clothing line, GlossiWEAR, and its first physical retail location.[12][7]
In May 2022, Weiss stepped down as CEO of Glossier, but stayed on its board as executive chairwoman. Kyle Leahy, Glossier's former chief commercial officer, took over as CEO.[13]
Reception
Glossier gained recognition for its inclusive marketing campaigns showcasing individuals of various skin tones, ages, and genders.[14] Much of their early visibility and promotion came from word-of-mouth through their enthusiastic online community, which also provided extensive product feedback.[15]
Individual products have received beauty awards from fashion magazines, including a number from Allure.[16][17]
References
- ^ "Unveiling Glossier's Mission Statement: A Deeper Look into Beauty and Beyond | Lani-Loves.com". 2023-12-13. Retrieved 2023-12-13.
- ^ "Meet Emily Weiss: A Look Inside Glossier With Its Founder & CEO". Into The Gloss. 2016-02-24. Retrieved 2023-12-13.
- ^ "What Emily Weiss Does Before She Goes Out". Into The Gloss. 2018-05-09. Retrieved 2023-12-13.
- ISSN 1357-0978. Retrieved August 18, 2021.
- ^ Del Russo, Maria. "Your New Favorite Makeup Line Is All About Skin Care". Refinery29. Retrieved October 6, 2014.
- ^ "About". Glossier. Retrieved 2023-12-13.
- ^ ISSN 0028-792X. Retrieved 2023-12-13.
- ^ "How Emily Weiss's Glossier Grew From Millennial Catnip to Billion-Dollar Juggernaut". Vanity Fair. October 10, 2019. Retrieved August 18, 2021.
- ^ Berger, Sarah (March 20, 2019). "Glossier: How this 33-year-old turned her beauty blog to a $1 billion brand". CNBC. Retrieved March 5, 2020.
- ^ Mandell, Janna. "Glossier Just Got $52 Million In Fresh Capital, Bringing Total Funding To $86 Million". Forbes. Retrieved March 6, 2018.
- ISSN 0099-9660. Retrieved April 22, 2019.
- ^ Rearick, Lauren (July 14, 2019). "Glossier Is Coming for Our Closets with Glossiwear". Allure. Retrieved February 1, 2021.
- ^ "Glossier CEO Emily Weiss Steps Down". The Business of Fashion. 2022-05-24. Retrieved 2023-12-13.
- ^ "Glossier marketing: How the beauty brand used word-of-mouth to shake up the industry | Extole". 2022-08-07. Retrieved 2023-12-13.
- ^ "Glossier Built a Cult-Brand and a Digital Community, but What's Next?". HBS Working Knowledge. 2020-08-04. Retrieved 2023-12-13.
- ISSN 1357-0978. Retrieved 2023-12-13.
- ^ "15 Glossier Products That Beauty Editors Are Obsessed With". Allure. 2017-12-07. Retrieved 2024-01-02.