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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.
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.
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.