After years of eager anticipation from Glossier aficionados, the New York-based beauty brand is finally launching here in the UK, next Monday (9th October).
A handful of its early products were temporarily available in the UK via Net-A-Porter but now, from its priming moisturiser to its nutrient-rich serums, almost everything will be available to purchase. If you are a beauty product junkie, like me you will probably be having a good clear out this weekend to make space for its arrival. While living in New York back in 2015, I became obsessed not only with its cute packaging but Glossier’s Instagram following. From cute quotes to relatable quips, I knew Glossier domination had begun.
While working as a fashion assistant at Vogue, Glossier founder Emily Weiss set out to create her own beauty empire, starting with Into the Gloss. Then came the launch of Glossier, a brand of skincare products that is associated with Into the Gloss. Weiss is a superwoman I have been following for a while, probably since her stint on The Hills way back when. From an entrepreneurial perspective, I immediately admired Weiss’ ambition and tenacity, not to mention her determination and eagerness to learn. Here are all the reasons why I admire this complete powerhouse and everything you should take away.
Into the Gloss launched in September 2010 with a post about fashion publicist Nicky Deam and a banner ad from beauty giant Lancôme. Weiss kept her day job but worked on ITG every morning between 4 and 8am.
Have a strong ethos
On her team, Weiss says: “My job is to empower all these incredibly ambitious, powerful people to do what we brought them in to do. We are a sum of all parts — we win because of everyone there.” At Fashionista’s “How to Make It in Fashion” meetup in New York, Fashionista’s Eliza Brooke asked Weiss what kind of candidates she looked for to fill out her rapidly expanding team. Weiss replied: “Excitement for the brand.”
Have a vision and stick with it
After multiple rejections, a meeting at Thrive Capital led Weiss to venture capitalist Kirsten Green. She agreed that there was plenty of room in the $428 billion beauty industry for improvement. “Emily knew nothing about supply chain or customer experience or building a team,” Green says. “There were no products, there was no business plan. But when I saw what she could do on her own with no resources, how compelling she was, I knew I wanted to be in business with this person.”
Become an expert in your field
Weiss says: “I have developed an encyclopaedic knowledge in terms of who is working now, who was big in the ’90s — over the last 15 to 20 years, I have definitely tracked who is doing what, even on magazine mastheads.”
Be a radiator, not a drain
Weiss has openly shared that entitlement is her biggest deal breaker. “I like people who work hard.” She explains: “You can make a million excuses for why something didn’t go well, but ultimately, just fix it and get on with it. Be a solutions person.
Do not limit your brand
Something I love about both Into the Gloss and Glossier is there is a focus on boys. “Skincare is where guys can get into beauty on the down-low,” says Weiss, who is starting to feature more men at ITG. “I know guys are going into their girlfriends’ bathroom cabinets or gym bags and thinking, this dry shampoo smells good, or this moisturiser seems harmless enough, I’ll try it this once—and then getting hooked.”
Focus on your customer
Entrepreneur has reported that Weiss writes every Instagram fan back. From the start, Weiss has said that both businesses do not focus on her. Indeed, she had a different idea, one as simple as it is revolutionary: to make customers feel good.
Believe in people, as much as yourself
One day in late 2014, Emily Weiss was riding the subway when a woman introduced herself. “She came up to me and said, ‘I just love Glossier,’” says Weiss. Weiss asked what the woman did for work. “She said, ‘I just graduated college, and I don’t have a job.'” As it happened, Weiss was in the market for an assistant. “Come in and interview,” she said. The woman did, and she got the job.
If that isn’t inspiration enough, I don’t know what is. Thank you Emily Weiss for being such an incredible business woman and entrepreneur. We salute you.
Author: Scarlett Victoria Clark
Scarlett Victoria Clark is Editor-in-Chief of Scriptoeris and a multi-lingual journalist. She has also written for Cosmopolitan and Harper’s Bazaar, when not writing she enjoys travelling and shopping for (more) heels.