Beauty blogger and budding beauty mogul Emily Weiss has transformed Into the Gloss into a fully-fledged business, raising $10.4 million in funding and launching her own beauty range, Glossier, in late 2014.
A longtime beauty enthusiast and former fashion assistant and contributor for Teen Vogue and W magazine, Weiss started her beauty blog, 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. When the site’s re-launch in July 2012, page views tripled overnight. Although Axelrod and Harper have since departed (after the launch of Glossier took the site in a more commercial direction) today the site gets a million unique visitors a month as a resource for beauty product recommendations and tips.
Weiss’s beauty line, Glossier, went on sale in October 2014 with four products. This initial offering has since been expanding and Glossier recently partnered with e-commerce retailer Net-a-Porter to enable global shipping.
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.