Glossier

About Glossier In 2010, Emily Weiss launched her blog, Into the Gloss. An employee at Vogue, Emily was no stranger to the fashion and makeup industries (Berger, 2019), and her blog amassed a large following. Her no-nonsense approach to makeup and skincare appealed to many, and just four years later, Weiss launched her line of skincare products, dubbed Glossier. A play off the word “dossier”, the brand launched with just four products. Now, in 2021, the brand has grown considerably with over 40 products, although it is still a relatively small company (Danziger, 2018). With only 3 retail locations in New York, Los Angeles, and London, Glossier relies primarily on e-commerce sales (Skincare and beauty, n.d.). Glossier doesn’t sell its products at Sephora or Ulta, but instead has hosted popup “mini-shops” at Nordstrom locations in the U.S. (Davis, 2019). As such, it’s important for Glossier to employ a strong marketing strategy in order to help the brand succeed. While Glossier is kn...