How Glossier Grew Into A Billion-Dollar Power House

As a 30 something CEO of a billion-dollar beauty company, Emily Weiss…

How Glossier Grew Into A Billion-Dollar Power House
Photo: Glossier

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February 17 2020 /
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As a 30 something CEO of a billion-dollar beauty company, Emily Weiss not only has the looks but also the brains behind social media’s favourite beauty brand Glossier. The birth of Glossier came from Weiss’s wildly popular beauty blog, Into the Gloss, wherein her famous series, ‘Top Shelf’, she interviews socialites in their bathrooms about their beauty regimes and make-up hacks.

Photo: Glossier CEO & Founder, Emily Weiss 

As Weiss puts it “you learn a lot about people when you’re sitting on their bathroom floor, or on their toilet seat, rifling through their stuff” and has uncovered some intimate revelations in the process (Jacobs, 2015). This helped to generate over 10 million page views per month and so she decided it was time to quit her day job and focus on creating something really special.

Armed with a wealth of feedback from her audience she was inspired to create her own cosmetic range that was directly targeted to her readers and to their obvious desire for needs that were not being met. Glossier launched with four products; a facial mist, moisturizer, skin tint, and a balm, all with a minimal natural look. Selling directly to customers via Instagram meant they captured her 2.1 million followers head-on and the company quickly expanded its range and diversified its product selection.

Photo: Glossier

In 2018, Glossier surpassed $100 million in annual revenue, doubling its 2017 numbers and also acquired a million new customers in just one year. Together with its cult following amongst millennials and its $100 million in Series D funding Glossier has now reached unicorn status. This privately held start-up company is valued at over A$1.5 billion.

So, let’s take a look at their top sellers that make this playful pink beauty range a must-have for every millennial on the planet;

Balm Dotcom

The universal skin salve and do-everything lip balm. This balm is packed with antioxidants and natural emollients to nourish and protect dry chafed skin. Choose from Original (which doubles as a skin salve) or seven flavoured formulas that give a natural dewy finish or sheer tint.

Photo: Glossier

Boy Brow

In 2018 the brand sold one Boy Brow every 32 seconds, this one is hot! A brushable, creamy wax that visibly thickens, shapes and grooms brows into place. Long-lasting without stiffening or flaking. Available in three subtly tinted shades; blonde, brown, and black, plus a clear option which doesn’t leave a trace.

Photo: Glossier

Milky Jelly Cleanser

A gentle-yet effective creamy gel face wash suitable for all skin types. This is a pH-balanced daily cleanser with added conditioners to leave your face feeling soft, smooth and supple. Dermatologist tested, soap-free, paraben-free, sulphate free, cruelty-free and vegan!

Photo: Glossier

Cloud Paint

A effortless gel-cream blush. Seamless and buildable that instantly blends into a natural, flushed glow. Easily applied with your fingertips and six shades to choose from. With over 2142 high rating reviews, the ‘Into the Gloss squad’ give this one the tick of approval.

Photo: Glossier

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