Fewer names are more synonymous with Millennial success than that of Emily Weiss. Founder of cult beauty brand Glossier, Weiss has not only created a billion-dollar empire but also fostered a tight-knit community of women who adore her brand and its ethos.
Hailing from Wilton, Connecticut Weiss stood out as a fashion aficionado in a sea of lacrosse players and perfectly manicured lawns. The antithesis of the girl next door, Weiss came to school dressed to the nines, and was confident in herself from the beginning.
Unafraid to ask for what she wanted, she secured her first internship through a babysitting gig, impressing a Ralph Lauren executive by expressing her desire for a job, “I love your kids,” she told the executive “but I would really love a job at Ralph Lauren” and just like that high school aged Weiss had landed herself an internship.
She began her journey in fashion journalism, securing an internship at Teen Vogue during her college years. Little did she anticipate that this opportunity would catapult her into the spotlight, earning her a coveted spot on the reality TV show “The Hills.” Focused on the lives of privileged teenagers in Beverly Hills navigating young adulthood, the show provided an unexpected platform for Weiss.
On “The Hills,” her confidence and unwavering work ethic were evident, earning her the moniker of “superintern.” Despite the potential allure of a career in reality TV following her stint on the show, Weiss had ambitions beyond the realm of television fame.
After her stint at Teen Vogue, Weiss landed a position as a fashion assistant at Vogue, immersing herself in a whirlwind of top models, early morning photoshoots, and makeup artists. Yet amidst the hustle and bustle of the fashion world, during the summer of 2010, she conceived the idea for a beauty blog— but it would be more than a blog, it would fill the gap in the market for beauty product coverage, and highlight tastemakers and their beauty secrets. Little did she realize at the time that this blog would mark a pivotal turning point in her journey.
In September of 2010, armed with just a $750 used camera and a domain, Weiss launched Into The Gloss. Leveraging her extensive network from her fashion career, she reached out to industry contacts and began sharing content on the blog, all while maintaining her position at Vogue. One of the blog’s standout features was “Top Shelf,” a column where Weiss interviewed notable women in their bathrooms, meticulously chronicling their beauty routines. Early “Top Shelf” interviewees included the likes of top model Karlie Kloss, publicist Nicky Deam, and even Kim Kardashian.
This column provided readers with a captivating glimpse behind the curtain of celebrity. Through these segments, the women Weiss interviewed emanated authenticity and relatability, which resonated deeply with her audience. From modest beginnings in Weiss’s apartment, Into The Gloss grew into a business with several employees, attracting over 1.3 million unique visitors a month by 2016.
Through her blog, Weiss inadvertently stumbled upon valuable market research, engaging with a community of beauty enthusiasts eager to share their preferences. There another idea was sparked, with this knowledge Weiss hoped to create a brand that worked in tandem with the consumer to meet their unique beauty wants and needs, utilizing the direct to consumer business model before the term came into vogue.
The next crucial step in Weiss’s journey was securing funding. Despite facing nearly a dozen rejections, she persevered and successfully raised $2 million for her new venture in 2013. Notably, Kirsten Green of Forerunner Ventures—the same venture capital firm that had previously invested in successful direct-to-consumer (D2C) brands such as Dollar Shave Club and Bonobos—recognized the potential in Weiss’s vision and provided the necessary support.
With funding in place, Glossier (pronounced like “dossier”) was born. The brand’s initial lineup consisted of four foundational products: a moisturizer, facial spray, sheer foundation, and a versatile lip and skin balm named Balm Dotcom.
As a startup—a term typically associated with the tech sector—Glossier faced the challenge of scaling rapidly. However, with its innovative and hydrating products, complemented by eye-catching packaging tailor-made for social media, Glossier quickly gained traction. The brand’s popularity soared, prompting expansion into new product categories such as the iconic Boy Brow and additional complexion products. Glossier also established its first flagship store in SoHo, New York, further solidifying its presence in the beauty industry.
Today, Glossier has achieved unicorn status—a term reserved for startups valued at over ten figures—and has secured its place in the beauty hall of fame, a testament to Weiss’s visionary leadership and the brand’s unwavering commitment to innovation and authenticity.
Weiss’s journey offers valuable lessons, one of the most powerful being never be afraid to ask for what you want. A study by Harvard Business Review revealed that women often don’t apply for job positions unless they meet 100% of the qualifications while men will apply for a position so long as they meet 60%. This reluctance can lead women to miss out on numerous opportunities simply because of fear or hesitation. Don’t let someone less qualified than you reach your goals just because you were too afraid to ask for it.
One of the pivotal elements in Weiss’s narrative is the community she meticulously nurtured. In today’s landscape, consumers are sick of being fed false promises. They crave authenticity and a sense of belonging from the brands they support.
Lastly, don’t let rejection kill your dreams, every entrepreneur faces setbacks but the resilience to persist in your vision is what distinguishes the extraordinary from the ordinary. Weiss’s story isn’t just about building a beauty brand; it epitomizes empowerment and the belief that with determination, anything is possible.
Works Cited
Vanity Fair. “How Emily Weiss Grew Glossier from Millennial Catnip to Billion-Dollar Juggernaut.” Vanity Fair, 2019, www.vanityfair.com/style/2019/10/how-emily-weiss-grew-glossier-from-millennial-catnip-to-billion-dollar-juggernaut.
Into The Gloss. “Into The Gloss Anniversary.” Into The Gloss, 2015, intothegloss.com/2015/09/into-the-gloss-anniversary/.
Business Insider. “The Growth Story of Glossier.” Business Insider, 2019, www.businessinsider.com/glossier-beauty-business-growth-story-2019-3#in-2020-the-tide-turned-the-covid-19-pandemic-led-to-store-closures-and-all-of-its-retail-staff-were-eventually-laid-off-18.
The New York Times. “Emily Weiss of Into The Gloss Creates a Skincare Line.” The New York Times, 2015, www.nytimes.com/2015/03/11/fashion/emily-weiss-of-into-the-gloss-creates-a-skincare-line.html.
Harvard Business Review. “Why Women Don’t Apply for Jobs Unless They’re 100% Qualified.” Harvard Business Review, 2014, hbr.org/2014/08/why-women-dont-apply-for-jobs-unless-theyre-100-qualified.