Photo: Courtesy of Glossier.
Makeup and skin care have always existed on separate planes, but had a symbiotic relationship. Makeup is meant to cover up the skin's sins, and skin care washes away the sins of our makeup. So, when Emily Weiss of Into The Gloss decided to start the brand's first beauty line, her goal was to fill a gap she saw in the market.
"After years of interviewing inspiring women and listening to what influential ITG readers think about beauty, I started to feel like there was a lack of curation and context when it comes to products," Emily says. "And, I found myself struggling to find a brand that spoke to me and our ITG community in a way that hit home." Today, Emily launches Glossier, a direct-to-consumer brand that hits the sweet spot for her readers — and all beauty junkies.
Glossier focuses on particular pockets of beauty. Most importantly, all of the products are inspired by what readers and influencers want. The line will be released in waves, with about four products rolled out every six weeks. Phase 1 focuses on skin care — or "skin care as makeup," as Emily says. "We're resetting the beauty game — starting from the beginning. So, skin care was the natural first step — developing products to give you a perfectly 'primed' canvas." The collection includes a rosewater setting spray, priming moisturizer, skin tint, and skin balm (which Eva Chen is already obsessed with).
To ring in the new collection, Glossier is teaming up with UberRush for a special delivery service. Some orders placed between now and 2 p.m. will be hand-delivered by Emily today. That's right: The CEO herself would bring the goodies to your door.
What's next for Glossier? "There will be a super cool, limited-edition product for holiday coming next month, as well as a few things to get you back into the groove and feeling fresh in January," Emily says. Her main focus, though, is making sure the customer is totally involved. "I want to foster a real dialogue with Glossier," she says. "If we sold through a department store or mass retailer, that would be more difficult to do. Conversations are so important to building the Glossier community." So, like the skin-care products she's toting, Emily is getting back to beauty basics. And, that's something we can all get behind.
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