Glossier - a beauty brand you want to be friends with


What better way to reward its cult following of dedicated readers than with “a beauty brand you want to be friends with.” Glossier proves a beauty brand can be built online

Beauty-focused website “Into The Gloss,” founded by Emily Weiss in 2010, shares with readers the products that models, make-up artists and the strong women Weiss admires use, and why they use them.

Glossier is sold in the United States via and offers the ability to directly interact with customers. While there is a New York showroom where you can experience the full skincare and make-up line in person, this is a digital beauty brand that is focused on “enhancing—never hiding—your real skin.” Glossier can leverage customer feedback to continue to elevate its product offering with items that are relevant to its customers.

Through the “Into The Gloss” platform, ongoing conversations allow customers to engage with the brand on a daily basis. Customer focused, this is a brand making real connections.