Thanks to the development of the internet, many niche beauty brands have been able to increase their visibility worldwide through online platforms. Glossier, a cosmetics retailer from New York, is one such brand. Its founder, Emily Weiss, who previously worked as a styling assistant at Vogue and a fashion assistant at W Magazine, started a personal blog called "Into the Gloss" in 2010 where she shared her favorite makeup products and some celebrity's private beauty routines. This attracted a large following and increased the brand's exposure.
Glossier is known for its original products in four major categories: skincare, makeup, body care, and perfume, all of which feature a "no-makeup" look.
In addition to traditional offline experiences, the brand has always had a strong online marketing presence. By analyzing the behavior of modern consumers, Glossier has promoted its brand through social media platforms like TikTok, YouTube, and Instagram, gaining a lot of exposure. Their skincare philosophy, "Skin first, makeup second", has resonated with many consumers, pushing them to prioritize healthy skin over makeup.
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