Emily Weiss

Emily Weiss

Founder & Creative Director, intothegloss.com

The fashion assistant turned beauty blogger spotted a gap in the digital media market for in-depth product coverage and detailed recommendations.

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United States Media

The fashion assistant turned beauty blogger spotted a gap in the digital media market for in-depth product coverage and detailed recommendations.

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Biography

Beauty blogger Emily Weiss of Into the Gloss is a longtime beauty enthusiast and former fashion assistant and contributor for Teen Vogue and W magazine. Raised in Connecticut, Weiss still vividly recalls the first day she showed up for school at her “conservative” public middle school at age 10. “I showed up in thigh-high stockings, a plaid miniskirt from Contempo Casuals, and loafers, and I had a feather-topped pen. The entire Clueless look,” she said. Her growing interest in fashion led her to New York, where she attended New York University as a studio art major but spent the majority of her time interning at Teen Vogue from her sophomore to senior years.

After graduation, Weiss worked as a fashion assistant at W magazine but quickly decided that she preferred a more hands-on role in styling photoshoots. She assisted Elissa Santisi, a style director at American Vogue who subsequently became a freelance stylist, for two and a half years. During this time, Weiss started Into the Gloss in 2010 after spotting a gap in the fashion media market for beauty product coverage.

With persistence and charm, Weiss gained access to the makeup bags of fashion editors, models, actresses, assembling a full-time team along the way: Nick Axelrod, formerly news editor of Elle, as editorial director, and Michael Harper as digital director. Since the site’s relaunch in July 2012, pageviews tripled overnight and the site now gets 8.5 million pageviews and 300,000 unique visitors a month as a resource for beauty product recommendations and tips.

In September 2013, Into the Gloss announced it had raised $2 million, in a funding round led by Forerunner Ventures and Lerer Ventures, to build its team.

Career

  • Intothegloss.com
    Intothegloss.com

    Founder and Creative Director 2010 - Present

  • Vogue Magazine
    Vogue Magazine

    US Vogue

  • W Magazine
    W Magazine

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