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Glossier. 1

04 ABOUT

Get to know us deeper.

08 HISTORY

How we came to the world.

10 MISSION Our goals.

CONTENTS

ORGANIZATIONAL STRUCTURE Our team, Into The Gloss.

PRODUCTS Especially for you from us.

AWARDS We did it.

ABOUT US - get to know us deeper.

_Hi, welcome to Glossier! You have now entered a people-powered beauty ecosystem. Here you’ll find products inspired by the people who use them, along with people to be inspired by, and for you to inspire. Glossier was founded on the fact that beauty isn’t made in a boardroom—it happens when the individual is celebrated. Personal choice is the most important decision a brand can never make.

_youâ&#x20AC;&#x2122;re the beauty editor Whatâ&#x20AC;&#x2122;s on your Top Shelf? Everyone has a routine, a reason for choosing the products they use each day. Then researching, rechoosing, reviewing, and recommending those products to people they know and strangers on the internet. These conversations are what fuels Glossier.

_skin first. makeup second. Start with the most important thing: perfectly primed skin. Glowy, dewy skin is synonymous with Glossier, with products invented to bring out your best before reaching for makeup. Then makeup becomes the fun part, not the fixâ&#x20AC;&#x201D;as it should be.

_trust us. weâ&#x20AC;&#x2122;re you. Most Glossier employees started out as customers. Which is why the team naturally takes a customer-minded approach to the work each and every day. Even if youâ&#x20AC;&#x2122;re not looking for a career change, the Glossier ecosystem survives and thrives on a symbiotic relationship with you, and her, and her, and him. This is a group effort.

HISTORY - how we came to the world Emily Weiss didn’t set out to start a beauty company when she launched her career in editorial years ago. Today, though, Weiss is the CEO and founder of Glossier, a cult-status beauty brand that has had 10,000-person waiting lists for two of its products. The former art student and Vogue staffer was always interested, first and foremost, in storytelling and content. But she was bothered by her experience with beauty brands, which she felt were talking “at” her. Beauty shopping, she felt, lacked the context of real women and real experiences. “There’s this yearning to connect with other women,” she said to Business Insider. So she started a blog in 2010, called Into the Gloss, where she candidly interviewed women – from celebrities like Kim Kardashian to makeup moguls like Bobbi Brown and models like Karlie Kloss – and highlighted their bathroom “top shelves” and daily routines. The blog quickly became a popular site for beauty mavens. Even major women’s magazines, Weiss noted, did not have the same level of commenting, which would reach well into the hundreds as women shared their experience of different skincare and makeup products, and swapped suggestions and support. Today, the site has 1.5 million unique views each month. From there, it only made sense to pivot into the product world – to use the collected

knowledge of her community to craft the products women were actually seeking. A few of the latest products from Glossier. They only sell a

en-led venture capital firm. Thrive Capital, previous investors in Warby Parker and Instagram, led the company’s $8.4 million Series A funding round in November

handful of items, all available online-only.

2014. With only four

Glossier (pronounced glossee-ay) was born in 2014, with initial backing from Forerunner Capital, a wom-

products in the initial launch, it was a small-scale step into a big game. The global beauty market, after all, is worth upwards of $250 billion.

Two main things set Glossier apart. The first is the brand identity. From the get-go, Weiss has been meticulous about maintaining a unified look and

Emily Weiss, Founder Of Glossier

feel for all products, messaging, and marketing. “Brand is really, really important. It’s kind of everything,” Weiss said. As a creative – not a technical – founder, it’s her zone. There’s a signature

browsing through stores, but instead checking out YouTube beauty tutorials and Instagram snaps. Diversity is a big part of their marketing campaigns, too. The result has been favorable reviews and beauty awards for products ranging from concealer to lip balm and moisturizer. Weiss referenced a minimal 1% return rate on products (they do not sell through any third parties currently, and do not plan on doing so any time soon). Her biggest frustration? Not being able to keep up with demand. From those 10,000person waitlists to the huge international demand that the company is not yet able to satisfy, delivering at scale has been the primary stumbling block. Financially, Weiss said, Glossier is doing just fine; they re-forecasted their revenue goals twice already this year, based on month-over-month growth. Weiss said they are trying to help women feel more comfortable in their own skins, instead of using makeup as a “mask.” It’s all about celebrating difference and individuality, not celebrating, well, celebrity. If that idea can take root, Weiss said, then Glossier is positioned to be as big a beauty brand as any of the major global players. their beauty habits. “I hope that takes off, be“Beauty has really gone oncause that will mean someline, because that’s where the thing bigger than Glossier,” customer is,” Weiss said. she said. She’s on her smartphone and on social media all day long; she’s not spending time shade of Glossier pink; there’s a focus on images of diverse women with dewy skin and minimal makeup; there’s a cheeky, millennial-facing voice. Packages come with playful Glossier stickers. The second thing is the preeminence of the digital community and the customer feedback loop. “There are a handful of beauty conglomerates, and it’s difficult for them to innovate,” Weiss said, given their size and their distance from consumers. On the other hand, Glossier is a “two-way conversation,” with the product team depending on the user community. In fact, Glossier invited about 100 of its top customers to be part of a group Slack channel. They exchange over 1,100 messages every week, Weiss said. Glossier’s marketing, meanwhile, has been motivated by user-generated content, which Weiss said does “more than we ever could,” as users post Instagrams and hashtag

Our mission statement is

“we’re Glossier, a beauty company inspired by what girls need in real life. We’re creating the new essentials: easy-to-use basics that form the backbone to your unique beauty routine.” “It was all designed to democratize beauty,” explains Emily Weiss, founder and CEO of Glossier, while discussing her grand mission to deliver beauty to young women. For the legions of women who can’t (or don’t want to) spend $100 on skin cream or who aren’t impressed by mass offerings or who feel that the beauty industry doesn’t speak to them, Glossier, the affordable skincare and makeup brand — that’s actually, you know, cool — has rocked their world. The (coveted) line, with its simple but chic logo — an ornate black G set against a pale pink backdrop — is not only emerging as a millennial favorite, but also impacting the industry’s landscape.

you were just starting one in 2017, what would it look like?”

website to launching a brand and defining a new genre. “I think one of the things that What it looks like today is has constantly amazed me as 424,000 Instagram followers, I’ve gone through life, and I an $18 milky jelly cleanser, build this business, is just how and 17 different products. Oh, human everything ultimately and a legion of young women is,” she remarks on the process (and some men) who want of building a team. “I think the Glossier lifestyle. “Everyprobably the greatest joy that one can be their own expert, I’ve had from the past couple their own curator,” says Weiss. of years at Glossier has been “Through Glossier, we’re enrelinquishing control and really couraging everyone to build becoming a team player. I their own top shelf, making thought I would hate it, but active a whole range of nothing makes me happier.” women who were otherwise passive beauty consumers.” This is what gets in the way of young women engaging with beauty brands — skewed perceptions that everyone needs a full coverage foundation. That you need a signature “Here I was, learning about fragrance. That you shouldn’t beauty, and observing the wear an eye and a lip. The way women were shopping Glossier lifestyle is for the womfor it,” she says of the foren who, according to Weiss, mative years of running the “Grew up hearing that they website. “What brands meet needed to go to a counter their needs, what products and have a stranger tell them meet their needs.” What about their own face. That’s made Into The Gloss reno longer the case for anymarkable, and still does, is its one. Not just Glossier customcommunity: the thousands of ers, but anyone. If you want women and girls who took the to learn how to do a cat eye, time to comment, compare you’re going to go on Youproducts, and share tips with Tube and find 50,000 tutorials.” each other. “Basically, years of market research,” as Weiss In addition to Weiss, the Glossnow sees it. “And I ended up ier staff of 70 run the organizaseeing this huge opportunity, tion, which is headquartered like why hasn’t there been a on Lafayette and Canal more modern brand? Period. Streets in New York City. As Why don’t we just start from their customers have grown, scratch? If there hadn’t ever so has Weiss’ reach. She’s been a beauty brand, and gone from running a small

ORGANIZATIONAL STRUCTURE - Our team, Into The Gloss.

especially for you,

from us.

Bow Brow All brow needs have been considered to create THE brow product: one to thicken, fill in, and groom brows into place. If there’s one product you should pick up, this is it. The brand’s number one best-seller for a reason, Boy Brow is a hair pomade that perfectly fluffs and defines your furrows using a teeny-tiny brush.

“Our all-inone brow fluffer, filler, and shaper.”

Reviewers agree that this brow gel makes it a breeze to achieve neat, natural-looking brows (or as we say, eyebrows on fleek). Available in four shades – blond, brown, black and clear – the formula doesn’t stiffen or flake and conditions your brows at the same time.

Balm Dotcom

“Our cult favorite doeverything skin salve.” If you’re a fan of the coveted Elizabeth Arden Eight Hour Cream, this one may give you a holy grail alternative. The Glossier Balm Dotcom is a lip treatment that will provide a much-needed layer of moisture-locking balm for your lips. It doesn’t just have an aesthetically pleasing packaging – A hydrating, long-lasting, multipurpose lip balm and skin salve that’s packed with antioxidants and natural emollients to nourish and repair dry, chafed skin. Available in five flavours, original is your best

bet if you’re looking to gloss over cheekbones or soothe dry skin. Choose from Birthday (inspired by Milk Bar’s famous cake, with subtle shimmer), Rose (with a barely-there pink tint), Cherry (with a sheer, juicy red tint), Mint, and Coconut. “Keeps my lips happy and when I first got it, my parcel had been out in 90degree weather but came out thick and not a liquidy mess, so super happy about that.” BeFineFilipina.

Milky Jelly Cleanser This formula has been a huge hit online thanks to is ability to remove even the toughest makeup when used dry and gently cleanse the skin when used wet. Luxurious yet so simple, the Milky Jelly Cleanser is fragrance-free and won’t leave your skin feeling tight or stripped. One of the brand’s best-sellers, it’s made with a blend

“One face wash to rule them all.”

of five skin conditioners and cleansing agents that are tough on impurities but safe enough to use on your eyes. Others have said that this cleanser is best used in the morning to prep and hydrate your skin before the rest of the day. It is suitable for those with dry or sensitive skin. It’s time YOU to proof it!

Cloud Paint “A new way to blush.”

Who can resist such a cute name? Cloud Paints are cheek tints in a gel-cream formula which blends effortlessly on the skin. These sheer yet buildable pigments are designed to work on most skin tones and give off a healthy glow from within. Available in four different shades, Puff (a light, cool pink), Beam (a pinky brown), Haze (a deep berry), and Dusk (a brownish nude).

though, a little goes a long way so apply sparingly for a healthy, lit-from-within glow. Try them all, wear two at once, or mix them together to make new shades. Creativity encouraged. “In love with this! Blends beautifully and nice texture. I don’t have any problems with application as some people apparently experience.” - sashax3

A word of warning here

Invisible Shield

“Daily sunscreen SPF 35.”

Not optional. If you don’t already use sun protection every day, now’s the time to start. If you do, good! Now it’s time for an upgrade. Introducing sunscreen for people who hate wearing sunscreen—a clear watergel formula filled with active microcapsules that instantly absorbs into skin with no greasy residue and zero white cast. It helps prevent sun damage and skin cancer, but

also works to neutralize harmful free radicals, and keeps pollutant junk from getting in there in the first place—that’s the “+”. We want you to use it every single morning as the last step in your skincare routine.

Generation G “A new generation of lipstick.”

Generation G is a new kind of lip color that gives the look and finish of just-blotted lipstick, without the blot. We’ve created a short list of the six most important shades, with dialed-down pigment loads for a casual look. They’re lipsticks that adapt to you, not the other way around, so they’ll appear a bit different on everyone as your natural lip color shows through. The effect? Diffused, matte goodness—just swipe it on.

“I decided to try Gen G shades because they were supposed to be different, and they are! I wear “Like” daily and “Jam” at night if I want a bolder look. I love that you can layer them, I’m obsessed with the simple packaging, and it’s very handy that you can apply them without a mirror. I don’t have time for a 20 minute tutorial on lip color. This stuff is effortless and gorgeous.” - Allyssa.

for the rest products, come to visit our website page. www.glossier.com

AWARDS

A BEAUTY BRAND ON THE RISE The story of Glossier begins with a blog. Founder Emily Weiss was an avid writer and editor of Into the Gloss, a website that explores what women want from make-up and the products that met her high standards.

MOST MENTIONED MOST RECOMMENDED MOST BELOVED PRODUCTS

She carried this passion into the creation of Glossier late in 2014, dedicated to putting “skin first, make-up second.” It’s that commitment that has quickly positioned the company among the most acclaimed and sought-after modern beauty brands.

soul of any modern beauty brand’s customer outreach and Glossier is a sparkling example of this. With a founder like Emily Weiss, it’s little wonder that the brand resonates so well with millennials, especially across the online channels they call home. Weiss has lived and breathed the beauty industry throughout her twenties and made the 2015 Forbes 30 Under 30 list less than a year after founding the business.

After a whirlwind start in New York City and across North Rather than wax lyrical with America, her plans to take words, why don’t we let the Glossier products around the numbers do the talking? Gloss- world came to life in 2017. ier’s achievements to date Not long after founding the include: business, Weiss documented its intended global expansion More than $34 million in fund- in a blog post (where else?). ing secured as of Q3 2017. With this latest launch and 26 distinct products launched offices soon to open in Lonin just three years. don, she takes the next step More than 800,000 fans on Ins- on what has already been an tagram and a similarly impres- incredible journey. sive following on Snapchat, with attractive social posts that made them one of MTV’s 15 Beauty Brands to Follow and secured a spot on Cosmopolitan’s shortlist of inspiring Instagram feeds. Visually stimulating social networks are the heart and

Meet us in a real life. Visit us.

Glossier Flagship 123 Lafayette Street

Glossier LA 8407 Melrose Place

Credit and debit cards only.

Hours: Monday-Saturday: 11am-9pm Sunday: 11am-8pm

Hours: Monday-Saturday: 10am-7pm Sunday: 11am-7pm