LAUNCH MOST INNOVATIVE WOMEN•INNOVATE 78 - INC. - OC TOBER 2017
Creating a new blueprint for brands by building a following—and then launching a product
Emily Weiss raised
$34.4 million in funding
after converting her
beauty blog following
into a cosmetics and
skin care juggernaut.
Photograph by MEREDITH JENKS
T WOULD PAIN THE EXECUTIVES at Estée Lauder and L’Oréal—having poured hundreds of millions of dollars
Says Weiss of her ambitions: “The goal is to become the Nike of beauty.” –EMILY CANAL
into celebrity ad campaigns—to learn how efortlessly Emily Weiss gets Millennials excited about
one of her company’s new products. With names like Wowder (face powder) and Cloud Paint (blush),
“now girls are Googling our trademarks” trying to sleuth what Glossier’s next release might be, explains
Weiss, the founder and CEO of the breakout beauty upstart that experienced 600 percent year-over-
year growth from 2015 to 2016. An efortless aesthetic is initially what attracted such a devout following
to Into the Gloss, the former Vogue assistant’s blog, where she spilled secrets like how to get dewy skin.
Then in 2014, Weiss surprised her readers by launching a beauty brand, which is driven by an enviable
fandom machine: Every time New York City–based Glossier unveils a product, a brigade of devotees
food social media with a collective gush. Weiss is channeling that passion into a new “representative
program” of some 500 Glossier enthusiasts who earn a commission for the products they sell.