The Marketing Strategy That Took Glossier From a $700 Blog to $1.8B

The Real Origin Story (It Didn't Start With Makeup)

Here's something most people get wrong about Glossier: it didn't actually start as a makeup company.

It started as a blog. A personal passion project. Something Emily Weiss squeezed in before dawn—literally waking up at 4 a.m., working until 8 a.m., then heading to her day job at Vogue. The year was 2010.

The blog was called Into the Gloss, and the concept was deceptively simple: i...