- Company
- Glossier
- Role
- Founder
- Est. Net Worth
- $8 Million (Est.)
- Stage
- Emerging
- Industry
- Retail
Emily Weiss
Founder at Glossier
About
Emily Weiss founded Glossier in 2014 after building a massive following with her beauty blog Into The Gloss, turning it into one of the most influential direct-to-consumer beauty brands of the decade. She pioneered the community-driven approach to product development and grew Glossier to a $1.8 billion valuation before stepping back from the CEO role in 2022.
Current Company
Glossier — Founder
From Beauty Blog to Billion-Dollar Brand
Emily Weiss launched Into The Gloss in 2010 while working at Vogue, creating a beauty blog that felt more like a conversation with friends than a magazine. The site's signature format — detailed interviews with women about their skincare routines — attracted a massive, engaged audience and gave Weiss an unprecedented window into what beauty consumers actually wanted.
In 2014, Weiss founded Glossier to build the products her readers had been asking for: simple, effective skincare and makeup marketed through authentic community rather than celebrity endorsements. Glossier became the defining direct-to-consumer beauty brand of the 2010s, reaching a $1.8 billion valuation by 2019 and proving that a media audience could be converted into a product company.
The Rise and Reset of DTC Beauty
Glossier's community-first approach — built on Instagram, user-generated content, and a cult-like customer base — became the playbook that thousands of DTC brands tried to replicate. Products like Boy Brow, Cloud Paint, and Milky Jelly Cleanser achieved iconic status with minimal traditional advertising.
After stepping back from the CEO role in 2022, Emily Weiss left behind a brand that fundamentally changed how beauty companies think about product development, marketing, and customer relationships. Whether or not Glossier recaptures its peak valuation, Weiss's contribution to the DTC revolution and the democratization of beauty branding is permanent.