History of Glossier
Glossier was founded in 2014 by Emily Weiss, a former beauty editor who gained popularity through her blog Into The Gloss. The blog, launched in 2010, focused on real beauty routines and product recommendations, building a strong community of beauty enthusiasts. Recognizing the gap in the market for skincare and makeup products that resonated with this audience, Weiss turned her blog’s loyal following into a customer base, launching Glossier as a direct-to-consumer beauty brand. The company started with just four products, emphasizing a minimal, skincare-first approach to beauty.
Glossier quickly became a cult favorite, known for its millennial-pink branding, social media-driven marketing, and community engagement. Its best-selling products, like Boy Brow and Milky Jelly Cleanser, set trends in the beauty industry. The brand expanded into physical retail stores and pop-ups while maintaining its digital-first strategy. However, it faced challenges, including leadership shifts and layoffs in 2022. Despite this, Glossier continues to evolve, partnering with major retailers like Sephora in 2023 to expand its reach beyond its own platform.