Inside Glossier’s Plans to Shake Up Your Makeup Routine
With a $52 million infusion this year, the millennial-focused beauty site enters what CEO Emily Weiss calls “phase two.”
Four flavors of lip balm sit on a table at Glossier’s headquarters: mango, elderflower, watermelon, and peach. Nearby, executives begin testing them, trying to figure out which one they should release next spring as the newest beauty product for millennials to covet. “Peach is hot right now,” one product development worker says. “The emoji alone!”
Their boss, Emily Weiss, 33-year-old founder and chief executive officer of Glossier, grabs a flat stick with a glob of salve smeared on one end. In order to keep your palate clean, she warns, you need to smell your elbow pit between tests. These kinds of pronouncements are not uncommon for Weiss, who made her mark on the beauty industry by figuring out how to get people to buy beauty products without trying them first.