Today, Glossier has become one of the most well-known beauty brands in the United States. But Emily Weiss never deliberately set out to build a product-based beauty brand. Prior to launching Glossier, Weiss made her name in The beauty industry with her beauty blog Into The Gloss.
Like many entrepreneurs, Emily Weiss spends the rest of her day working on her side business. When Weiss was an assistant editor at Vogue, her side business was a beauty blog called Into The Gloss,
Weiss set out to redefine the way we talk about beauty. Unsatisfied with the current state of the consumer beauty industry, Weiss wanted to give women a place to talk and communicate about beauty. Weiss found that at the time, many major beauty and fashion brands had not yet begun to use social media as a communication tool. At the time, the few beauty brands using social media were using it to promote their products from home. They use social media the same way they use television. Before The launch of Into The Gloss, beauty brands and websites often tended to take a top-down approach to promotion. Traditional beauty products often spend millions of dollars to market their products to women through traditional TV commercials, print ads, and ubiquitous advertising campaigns.
By focusing on those who use beauty products rather than the products themselves, Weiss's blog has succeeded in attracting women who want to learn more about beauty products that fit their lifestyle and daily habits. As a result, traffic to this blog continues to grow. During her time as an editor at Vogue and W, Weiss honed her ability to tell fashion stories, and she used that knowledge to develop customer-centric content that would eventually define her brand.