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Glossier: Emily Weiss's Makeup for Cool Girls

Author: Caroline Winter
Publish Date: 
Weiss is wearing dark skinny jeans, a gray sweatshirt, and Zara boots. Her short brown hair is pulled back into a tiny ponytail, and there’s no trace of makeup on her skin. This thoughtlessly beautiful aesthetic is Weiss’s thing, part of the reason her 1 million readers admire and trust her to tell them which products really work. Between delivery drop-ins with joyous Into The Gloss fans, Weiss and Baudelle hatch plans for a Glossier pop-up shop. “Wouldn’t it be cool if we all wore pink lab coats?” says Weiss, as she toggles through her various social media accounts, monitoring public reaction to the line’s debut, which she first announced on Instagram. “Maybe we could get white ones somewhere and just dye them.”
 
Since founding Into The Gloss four years ago, Weiss has built a reputation around smart, conversational reviews and beauty tips as well as intimate interviews with friends and connections. Models, actresses, and young professionals love her, and Into The Gloss regularly features guest posts from the likes of Iman, Karlie Kloss, and Selena Gomez. Weiss’s personal essays, along with these celebrity confessionals—Gomez reveals that “all this hair isn’t mine”; Kloss admits that her skin “is very dry”—give the site an insidery feel that sets it apart from the glut of blogs and YouTube (GOOG) tutorials. “Your approach to makeup is so refreshing and weirdly down to earth. … Also you are absolutely gorgeous!” gushed one commenter on a 2011 post about Weiss’s minimalist beauty habits. “This is by far the most honest, meaningful essay I have ever read—and honestly, it brought me to tears,” wrote another in response to one introducing Glossier. The site gets 8.5 million monthly page views and has more than 100,000 Twitter followers and almost 200,000 Instagram followers. Weiss won’t discuss revenue but says Into The Gloss has been profitable since Day One.
 
The company has 19 employees and plans to grow to 50 within a year. Some, including 22-year-old office manager Lindsey Manas, are former readers. “I saw [Weiss] on the subway and told her, ‘I’m so excited to be around you for even five seconds,’ ” Manas says. “She asked me who I was and whether I had a job.”
 
Weiss, who grew up in Wilton, Conn., doesn’t remember how she first got into fashion and beauty. “Neither of my parents was particularly interested in style or pop culture. My mom is a Talbots shopper,” she says. At 15, through a baby-sitting connection, Weiss landed an internship in the women’s design department at Ralph Lauren’s (RL) Black Label. A few years later, as a sophomore art major at New York University, she crammed all her classes into two weekdays so she could spend the other three interning at Teen Vogue.

 

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