Inspiration July 12, 2017
This is what a #WomanThatDoes looks like.
Emily Weiss is the founder and CEO of the successful beauty brand, Glossier.
And to give you an idea of its success, this skincare and makeup line received over $10 million in outside investments during its first year. It also has loyal celebrity followers, including Kim Kardashian and Phoebe Tonkin. On top of that, Glossier propelled Weiss to the Forbes 30 Under 30 List for successful young entrepreneurs in 2015.
Through clever marketing and community engagement, the popularity of Glossier and her beauty blog, Into the Gloss, has risen exponentially. They currently have 10,000 people on a waiting list for their products. Seriously.
But of course, a great company needs a great leader at the helm. So, we’re really here to praise the mastermind behind Glossier, Emily Weiss. Here are five facts about the woman behind the rising beauty empire.
Before Emily Weiss became the powerful business and marketing mogul we know today, she was a writer. She was a beauty columnist for Teen Vogue, actually. So yeah, she was a big deal before she became an even bigger deal.
With this background, it actually makes sense that Weiss created Into the Gloss. This platform is a beauty blog that allows viewers to peer into the cabinets and daily habits of influential women. Don’t worry, it’s not as weird as it sounds.
The blog began as a side project during her magazine internship. She would work on it from 4 a.m. to 9 a.m. everyday before work and during her free time on the weekends.
This blog is now a very popular media source, attracting at least one million readers each month. Weiss asks famous women to give peer recommendations for beauty products and asks about their daily routine. Emily Weiss describes Into the Gloss as “an editorial platform that focuses on beauty as a form of style or expression.”
She invites women to tell stories of their experiences by creating their own style through beauty products. Viewers can then incorporate those tips and tricks to create their own looks.
Little did Weiss know that this blog would go on to become the foundation of her enterprise.
Sorry everyone, but this brainy and beautiful business tycoon is off the market. She made it official with her honey in January 2016. They have kept their lives together somewhat private by not disclosing his name to the public.
However, Weiss has no problem with PDA on the ‘gram. Check out her IG page to see cute posts of the couple during their honeymoon in Italy. Their cute pictures cuddled up at home aren’t half bad either.
Weiss has mentioned on several occasions that her goal at Glossier is to “democratize” the beauty industry. Now, what does that mean exactly?
To put it simply, it’s about creating an open dialogue with Glossier users. On her Instagram page, blog and website, Emily Weiss is constantly asking for feedback from customers. However, what sets her apart is that she actually listens to them.
She checks these forums every night and personally responds to as many users as possible. From customer’s comments, she is able to assess which aspects of her products are being well-received and which are not.
Weiss takes these suggestions seriously and makes changes when possible. Even when changes can’t be made, she makes sure that Glossier’s users feel heard.
For example, when they asked for the product to be in a bottle instead of a jar, she wrote a lengthy blog post to explain why this can’t be done. Customers appreciated her openness and the jarred lotion has gone on to be one of Glossier’s most popular products.
One might think that from a business standpoint it’s important to separate your personal opinions from your business. For Emily Weiss, it’s the opposite.
Of course, it is normal to demonstrate your thoughts and opinions on your personal social media accounts. However, Emily Weiss’s Instagram page happens to be the foundation of her entire brand. This is where she posts advertisements, tips and starts conversations about beauty with her loyal customer base.
And on this Instagram page, Weiss has shared her values and political affiliations on more than one occasion.
She fervently supported Hillary Clinton in the 2016 election, and she encouraged her followers to vote. She has also championed pro-choice movements. And on top of it all, she is a vocal ally of the LGBT community as well as Black Lives Matter.
That’s right, Glossier wasn’t just founded by a woman. It was also funded by one.
E-commerce pioneer Kirsten Green from the all-women venture capital firm, Forerunner Ventures, made the initial investment in Glossier. As a result, she opened the door for Glossier to become the thriving brand we know of today.
Weiss has openly expressed that she is proud of Glossier being funded and ran completely by women. And now that the company is thriving, Weiss has hired a staff of predominantly women. It’s all about women paying it forward to each other through shared opportunities.
Also, she doesn’t want Glossier to be a beauty brand that is inaccessible to low-income women. One of the company’s fundamental goals, according to Weiss, is to provide luxury skin care and beauty products that are affordable.
And with that, Emily Weiss is paving the way for a new wave of marketing that is by the people, for the people. She also recognizes the importance of of social causes and empowering other women.
We can’t wait to see where this beauty boss lady will go next.
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