Overview
Emily Weiss, founder of Glossier, discusses her journey in shaping a more inclusive beauty industry, balancing motherhood with leadership, and her vision for Glossier as a multi-generational, enduring brand.
Emily Weiss’s Career and Founding of Glossier
- Weiss’s background includes editorial work at major fashion magazines like Vogue and Teen Vogue.
- She launched Into the Gloss to highlight beauty routines of notable individuals, which led to the creation of Glossier in 2014.
- Glossier began with four minimalist products focused on natural beauty and inclusivity.
- The brand’s aesthetic, such as celebrating strong brows and shiny skin, challenged prevailing beauty norms.
Shaping Inclusive Beauty and Brand Values
- Weiss was motivated by exclusionary standards in beauty and fashion and aimed to create a welcoming, fun, and inclusive brand.
- Glossier’s message of “everyone belongs” is central to its identity, despite facing criticism regarding internal company culture.
- During the 2020 racial reckoning, Glossier established a fund for Black-owned beauty brands and addressed reported store culture issues.
Business Evolution and Adaptation
- Weiss transitioned from CEO to executive chairwoman in 2022, remaining deeply involved in the company.
- Glossier’s move to sell products through Sephora, influenced by customer demand on TikTok, resulted in $100 million in sales.
- The unplanned success of Glossier You fragrance, which became Sephora’s top-selling perfume, demonstrated the power of organic growth through social platforms.
Brand Vision and Multigenerational Appeal
- Weiss insists Glossier was never intended as a “millennial brand,” but as a multigenerational, psychographic brand akin to Nike.
- The brand serves customers from children to adults regardless of age.
- Glossier’s all-female executive team stands out in the industry, though such teams remain rare.
- Weiss emphasizes surrounding herself with experienced mentors, valuing intergenerational learning over typical start-up culture.
Impact, Press, and Long-Term Ambition
- Weiss notes intense public and media interest in Glossier, attributing it to the rarity of female-founded business success stories.
- She acknowledges ongoing gender bias in the perception of powerful women.
- The goal is to make Glossier a 100-year brand with plans to expand internationally, building on a broad, devoted global following.