Emily Weiss didn’t just create a beauty brand; she redefined what beauty could be. As the founder of Glossier, she built a company that spoke directly to consumers, embraced digital culture, and challenged the traditional beauty industry from the inside out.
What started as a blog quickly evolved into a billion-dollar business, making Weiss one of the most influential entrepreneurs of her generation. With a cult-like following, innovative product drops, and a social-media-first approach, Glossier became a cultural icon, proving that beauty wasn’t about unattainable glamour but about celebrating individuality.
This March, forward2me is celebrating Women’s History Month with 25% off shipping from select women-owned brands. Shop from the official Glossier online store and ship through our warehouses to enjoy this exclusive discount. Use code "IWD25G" when creating your shipment to save on shipping. Find out more about our initiative and see the other brands featured here.
Emily Weiss in 2014
Weiss’ path to beauty mogul status wasn’t a straight shot, but it was always guided by an instinct for what people actually wanted.
Born in 1985 in Connecticut, she grew up with an early love for fashion and beauty, which led her to study at New York University. While still in college, she landed a highly coveted internship at Teen Vogue – the very one immortalized in The Hills, where a young Weiss appeared in a few scenes.
But rather than following the traditional editorial route, Weiss had bigger plans. In 2010, she launched Into The Gloss, a beauty blog that took readers inside the vanities of celebrities, editors, and tastemakers. It wasn’t just about products – it was about people, stories, and the rituals behind beauty.
The blog took off, gaining a devoted readership and catching the attention of the industry. And Weiss saw an opportunity.
By 2014, Weiss had identified a gap in the market. Beauty brands were speaking at their customers, not with them. The industry felt outdated, exclusive, and overly polished. So, she flipped the script. Armed with insights from Into The Gloss and a $2 million investment, she launched Glossier: a direct-to-consumer, digitally native beauty brand designed around what people actually wanted.
Instead of traditional marketing, Glossier leveraged social media, user-generated content, and a highly engaged community to shape its brand identity. The aesthetic: minimalist, fresh-faced, effortlessly cool. The products: skincare-first, easy to use, and designed for real life. With its signature millennial pink packaging and an inclusive, you-do-you philosophy, Glossier wasn’t just selling beauty – it was selling a lifestyle.
Glossier’s rise paralleled the era of female-led, digital-first brands that rejected outdated business models. Alongside women like Sophia Amoruso of Nasty Gal and Jen Rubio of Away, Weiss became part of a new wave of female entrepreneurs who built brands on authenticity, community, and a deep understanding of their audience. And in doing so, she became the ultimate “boss girl” of the decade.
Soft pink, dewy textures, and minimalist design – Glossier’s aesthetic is instantly recognizable.
Glossier wasn’t just a hit – it was a phenomenon. Products like Boy Brow (the ultimate fluffy-brow essential), Milky Jelly Cleanser, and Cloud Paint (a dreamy, blendable blush) flew off the shelves, selling out within hours of launch. The brand expanded beyond the US, opening flagship stores in New York and Los Angeles and even venturing into brick-and-mortar retail, despite its digital-first roots.
By 2019, Glossier had achieved unicorn status, with a $1.2 billion valuation and over $100 million in annual revenue. The brand’s success proved that direct-to-consumer beauty was no longer just a trend – it was the future. Weiss became a fixture on power lists, from Forbes’ 30 Under 30 to Time’s 100 Next, cementing her reputation as one of the most influential voices in beauty.
While Glossier’s rise was meteoric, the beauty landscape has shifted. The direct-to-consumer model that once set it apart has become the norm, and competition is fiercer than ever. After a few years of challenges – including layoffs, leadership changes, and a shift in retail strategy – Glossier has recalibrated. In 2022, Weiss stepped down as CEO, passing the baton to former Nike executive Kyle Leahy to lead the brand’s next chapter.
Today, Glossier remains a beauty powerhouse, stocked at Sephora and still thriving with cult-favorite products. Boy Brow, Milky Jelly Cleanser, and Balm Dotcom continue to be bestsellers, and the brand has expanded into fragrance and complexion products, keeping pace with changing beauty trends. While the industry has evolved, Glossier’s core DNA – community-driven, effortlessly cool, and always ahead of the curve – remains intact.
The Milky Jelly Cleanser, with its pillowy-soft texture and conditioning formula, has been a Glossier staple since day one.
Boy Brow is one of those products that became an instant classic. Years later, it’s still a makeup bag essential.
Emily Weiss may have stepped back from day-to-day operations, but her impact is undeniable. She didn’t just create a brand; she reshaped the way beauty is built, sold, and experienced. And in an industry that thrives on reinvention, her legacy is here to stay.
The official Glossier online store offers international shipping to select countries, but due to the nature of its products – such as cosmetics, skincare, and fragrances – some regions may face restrictions, especially since perfumes and certain beauty items are classified as "dangerous goods" in shipping regulations.
This can lead to delays, additional customs requirements, or even order cancellations depending on local import laws. For a more seamless experience, many international shoppers use a parcel forwarding service from the US, UK, or EU.
This March, forward2me is celebrating Women’s History Month with 25% off shipping from select women-owned brands. Shop from the official Glossier online stores and ship through our warehouses to enjoy this exclusive discount. Use code "IWD25G" when creating your shipment to save on shipping. Find out more about our initiative and see the other brands featured here.
Glossier products are now available at Sephora in the US, UK, and EU, making it even easier to shop your favorites. In the UK, you can also find Glossier at Space NK, offering a convenient option for beauty lovers across the region and those using a UK forwarding address. Find out more about how parcel forwarding works.
