Glossier was launched in 2014 by Into The Gloss founder, Emily Weiss. It all started back in 2010 on Into The Gloss, a beauty blog with loyal, influential readership and editors. Essentially, Glossier products are made by beauty editors. According to the Glossier mission statement: “Here you’ll find products inspired by the people who use them, along with people to be inspired by, and for you to inspire. Glossier was founded on the fact that beauty isn’t made in a boardroom—it happens when the individual is celebrated. Personal choice is the most important decision a brand can never make.” Glossier is described more as a “beauty movement” than just a beauty brand.
With the wide spread of millennial feminist activism, this message is exactly what this generation has been asking for from the beauty industry. Rising brands like Milk Makeup, Glossier and others are reflecting and acknowledging to a innovative clientele. The focus is for women who do not have the time for the complicated beauty routines, nor subscribe to the obsolete mindset that we need them. The Glossier Showroom is located at a penthouse in New York specifically in lower Manhattan which houses their makeup and skincare products. Visitors are greeted by Glossier employees dressed in pastel pink lab coats, matching pink pants, and strikingly white sneakers ready to assist either old or new Glossier shoppers on their next purchase.
The brand holds a promise of low-maintenance, “no-makeup” makeup for “real girls in real life.” The company strives with girl power through their pastel pink branding and products that highlight natural beauty. Glossier also promotes self-love with their cheeky slogans like “skin is in” or “you’re not just a skin type.” The brand caters to skincare needs by marketing it as an essential. There are two “Phase” essentials that Glossier offers. For perfectly primed skin, Glossier Phase 1 products include the “the not-so-basic skincare basics every girl needs in her routine. We think of our skincare like makeup, designing our products to work together to immediately bring out your best. Intense moisturization = instant gratification. Glowy, dewy skin is our thing.” The next step is simply up to the individual since putting on makeup is a choice. Glossier poses the questions of “How much makeup do you own and how much of it do you actually use?” Their Glossier Phase 2 set is “about helping you make the best choices with a lovingly invented, highly edited selection of uncomplicated makeup staples that live with you—not on you.”
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sophia khom 