Decoder with Nilay Patel

Recode Decode: Glossier CEO Emily Weiss

Jan 16, 2019
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INSIGHT

Beauty And Tech, Together

  • Glossier positions itself as both a beauty and a tech company by building a people-powered ecosystem.
  • The company leverages direct customer relationships to enable product, channel, and discovery advantages.
INSIGHT

Direct Channel Powers Co‑Creation

  • Glossier uses direct relationships to listen at scale and co-create with customers rather than rely on retail channels.
  • That direct channel lets them ask customers what to make and where to expand, changing brand–customer dynamics.
ANECDOTE

Milky Jelly Was Born From Customer Play

  • The Milky Jelly Cleanser idea came from customer comments and playful prompts about dream actors as face-wash personas.
  • A single customer suggestion (e.g., more rose water) translated into a real product change.
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