glossier

Launched in New York City in 2014 by former Vogue styling assistant Emily Weiss, Glossier emerged from the influential beauty blog, 'Into The Gloss.'. Weiss translated the blog's community-centric dialogue into a direct-to-consumer brand, debuting with a focused collection of four products designed to enhance natural beauty rather than conceal it. The brand’s philosophy, “Skin First. Makeup Second,” championed a fresh, dewy look that defined the millennial aesthetic of the 2010s with hero products like Boy Brow, Cloud Paint, and Milky Jelly Cleanser. After a period of intense hype and subsequent market challenges, the brand has matured beyond its online-only roots. In May 2022, Weiss stepped down as CEO, and the company embarked on a significant strategic shift, entering a wholesale partnership with Sephora in early 2023. This move expanded its accessibility from exclusive online drops to hundreds of retail stores, reconnecting with its core audience and driving a new phase of growth. The brand continues to be a cultural touchstone, recognized for its distinctive packaging and for shaping a more personal, less trend-driven conversation around beauty.