Glossier
Skin First. Makeup Second.
The Story
Glossier was born in 2014 from Emily Weiss's beauty blog Into The Gloss, which had already built a community of millions. The brand launched with just four products and a radical philosophy: beauty should enhance what you have, not cover it up. Glossier pioneered the "no-makeup makeup" movement and became a DTC darling, building a $1.8 billion valuation through community-driven product development and a distinctive millennial pink aesthetic. Now available at Sephora, Glossier has expanded from skincare into a full beauty ecosystem while maintaining its minimalist, skin-first ethos.
Available At
BeautyShield Protection
Every Glossier product is eligible for instant replacement protection
Founder Story
Emily Weiss started the beauty blog Into The Gloss in 2010 while working as a fashion assistant at Vogue. The blog became a phenomenon, attracting millions of readers who shared their beauty routines. In 2014, Emily raised $2 million in seed funding and launched Glossier with just four products: a face mist, a skin tint, a lip balm, and a priming moisturiser. The brand grew entirely through community and word-of-mouth, reaching a $1.8 billion valuation by 2019. After a challenging period, Glossier pivoted to wholesale through Sephora in 2023, marking a new chapter of accessible growth.
Behind the Scenes
Glossier pioneered the community-driven product development model, using its Into The Gloss platform and social media to crowdsource product ideas directly from consumers. The brands minimalist aesthetic, from its millennial pink packaging to its dewy, skin-first formulas, created an entirely new beauty category. Every product is designed to be applied with fingers rather than brushes, reflecting the brands philosophy that beauty should be effortless. Glossier was one of the first DTC beauty brands to build permanent retail stores, turning them into Instagram-worthy destinations.
Key Milestones
Emily Weiss launches Into The Gloss blog
Glossier launches with 4 products and $2M seed funding
Boy Brow and Cloud Paint become cult favourites
Reaches $1.8 billion valuation with Series D funding
Launches at Sephora, expanding from DTC to wholesale
Expands internationally through Sephora global partnership
Starter Kits
Curated bundles with bundled protection savings
The Glossier Essentials
The core Glossier routine. Includes Milky Jelly Cleanser, Cloud Paint Blush, and Boy Brow.
Skin First Kit
Everything for the Glossier glow. Includes Milky Jelly Cleanser, Priming Moisturizer Rich, Futuredew, and Balm Dotcom.
Product Catalogue
Milky Jelly Cleanser
Conditioning face wash that cleans without stripping. pH-balanced gel-cream formula.
Priming Moisturizer Rich
Ultra-rich moisturiser with ceramides and fatty acids. Nourishes and primes.
Cloud Paint
Seamless, buildable gel-cream blush. Just dab and blend for a natural flush.
Balm Dotcom
Universal skin salve for lips, cuticles, and dry patches. Multiple flavours.
Boy Brow
Eyebrow fluffer that thickens and shapes brows. Flexible, buildable hold.
Lash Slick Mascara
Film-form mascara for naturally defined, separated lashes. No clumps, no smudging.
Futuredew Oil Serum Hybrid
Nourishing oil-serum hybrid that gives skin a dewy, glossy finish all day.
Stretch Concealer
Buildable, flexible concealer that moves with your skin. Dewy, natural finish.