Glossier is every beauty-loving Instagrammer's favorite brand.
Founded by Emily Weiss, hot new makeup brand Glossier (pronounced gloss-ee-ay) launched in 2014 as a minimalist skincare company. It has since grown into a certified beauty empire, selling makeup products, shower must-haves, and even a fragrance. And with 946K followers on Instagram, Glossier shows no signs of stopping anytime soon.
Want to know how Glossier became so popular? You'll be shocked to learn about every strategic move and lucky break that led the company to skincare super-stardom.
If you're at all into beauty, then chances are you're familiar with beauty blog Into the Gloss. If you're not, get on it! The site was founded in 2010, detailing the beauty routines of well-known women. The site's #TopShelfie features - which showcased bathroom cabinets of the rich and famous - went viral. And then Into the Gloss became a go-to online destination for all things beauty. The blog eventually became the perfect launching pad for an in-house beauty brand. Thus, Glossier was born.
When Glossier launched in 2014, the world was just starting to come down from the Kardashian-inspired, caked-on-makeup craze. The company introduced its first four products - Milky Jelly Cleanser, Priming Moisturizer, Balm Dot Com, and Soothing Face Mist. The company motto, "Skincare first, makeup second" definitely resonated with millennials. They were dying to give their skin a break from thick foundations and concealers.
With the success of these early products, Glossier saw opportunity to expand the product line into makeup, body, and fragrance.
Emily Weiss, the founder of both Into the Gloss and Glossier, got her start on The Hills - yes, the MTV show starring Lauren Conrad and Whitney Port. Weiss appears in three episodes from 2007 as the "super intern" at Teen Vogue. Fans of the show will remember her as a young, ambitious overachiever who kind of made Conrad and Port look bad.
Obviously, the show didn't portray the super worker unfairly, though. Weiss went on to found two major beauty companies in the span of seven years! She's a total overachiever.
The minds behind Glossier strategically plan every single thing about the products - down to the cardboard boxes and bubble wrap. Every Glossier order is shipped in a package worthy of an unboxing video. It opens to reveal the phrase, "You look good" printed on the inside. From there, customers pull out a pink bubble wrap pouch (which is reusable, of course) that's almost as adorable as the actual product. Finally, each shipment comes with super cute Glossier stickers. Fans can further promote the brand on mirrors, phone cases, and more.