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When Glossier launched in 2014, it presented a drastically different approach to skin care and makeup than what was trending at the time.
The skin-focused, minimal makeup brand founded by Emily Weiss quickly shifted the industry away from popular heavy contour and eyeliner styles. The company was digitally native and became popular for its friendly branding that emphasized a light pink color.
Its rise to fame was fast, attracting a slew of Millennial-aged consumers who were eager to buy what Weiss was selling. But over the past few years, the company has dealt with a slowdown that resulted in several rounds of layoffs and store closures.
In an effort to redirect the business, Glossier made several changes over the past year or so that included entering its first wholesale deal with Sephora, reformulating some cult favorite products and Weiss stepping down from the CEO position.
Marisa Meltzer’s new book “Glossy: Ambition, Beauty, and the Inside Story of Emily Weiss’s Glossier” dives deep into the brand’s famous founder – from her appearance on reality TV show “The Hills” to her career in high fashion – and the company’s journey.
For this episode, Meltzer sat down with Retail Dive Reporter Dani James to discuss the process of uncovering inside information on the brand, Glossier’s impact on the beauty world and how its core customer base has changed.
- Glossier founder Emily Weiss steps down as CEO
- Gen Z didn’t kill brand loyalty, but it looks different
- McKinsey: Online beauty sales in the US to hit $45B by 2027
Editor’s note: This episode was produced and edited by Caroline Jansen.