Recommendation by Lemi
Launched in 2016, Glossier is a digitally native beauty brand that specializes in skincare products, cosmetics, and fragrances. Founder Emily Weiss evolved the company from her blog “Into the Gloss,” which helped her discover women’s dissatisfaction towards conventional beauty standards. She then developed products based on feedback from real women. Her initial line—a cleanser, priming moisturizer, lip balm, and misting spray—redirected the attention towards well-primed, dewy skin; and essentially treated makeup as a fun treat afterwards. Glossier credits a great deal of its popularity to its strong social media presence. They have their branding locked in, with many millennial girls able to spot the Glossier pink from miles away! True to its roots, the brand nurtures a vocal community, making them one of the most collaborative brands in the industry.
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