ENTITY reports on how Emily Weiss is changing the game

Into The Gloss is Emily Weiss’s successful beauty blog that launched in 2010 after Weiss realized that beauty product coverage was at a minimum in the fashion media market.

Into The Gloss schools us on beauty tips, makeup tutorials, product reviews and even throws in interviews from time to time. Her team is composed of a little more than 45 employees who according to her website, set out to rethink, reclaim and redefine beauty.

Social Media  

Weiss uses social media to reach her target consumer demographics. She first started selling her products through Instagram, drawing inspiration from other social media outlets.

A lot of Glossier’s success comes from Instagram and the brand’s popularity on the app. Glossier uses its social media to create a brand. There it also values the importance of customer feedback in forming a digital community. 


When Glossier was first developed, the goal was to create skincare products designed to look and function like makeup. According to the website, they are beauty products inspired by real life.

Diversity is also a big part of their company, as Glossier shows the shades of its products on multiple skin tones. Weiss says that she is trying to help women feel more comfortable in their own skin instead of using makeup as a mask. 

ENTITY reports on how Emily Weiss is changing the game

Photo Via Instagram/@emilywweiss

From her tiny beauty blog “Into The Gloss” to becoming one of the most successful skincare/ makeup brands now, Emily Weiss created Glossier.

She created this company from the ground up and acknowledges the hopes and desires of woman everywhere while giving them the knowledge to take ownership of their own beauty routines.

The company has been recognized by Allure, Teen Vogue, Glamour and it even won Women Wear Daily Beauty Inc.’s 2015 Digital Innovator of the Year award. Emily was included in Forbes’ 30 Under 30, Fast Company’s Most Creative People in Business of 2015 and AdWeek Top 20 content Creators of 2016. 

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