Fat Mascara

Best of FM: Emily Weiss of Glossier

Aug 9, 2023
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ANECDOTE

Emily Weiss's Blogging Start

  • Emily Weiss started Into the Gloss as a beauty blog in 2010 while working as a fashion assistant at Vogue.
  • She launched the site in about a month, aiming to create an elevated beauty conversation through multiple women's perspectives.
INSIGHT

Beauty's Elevated Role

  • Into the Gloss aimed to make beauty a central, respected topic, not overshadowed by fashion.
  • Beauty was often treated as the "ugly stepsister" to fashion, which Emily wanted to change.
INSIGHT

Sweatshirt Inspired Brand Vision

  • Emily wanted a beauty brand whose sweatshirt she could proudly wear, unlike traditional beauty brands.
  • She envisioned a modern, inclusive brand that felt relatable and aligned with consumers' lifestyles.
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