Glossier is a direct-to-consumer beauty brand founded in 2014 by Emily Weiss, growing out of her popular beauty blog Into The Gloss. The brand built its identity around a "skin first, makeup second" philosophy, creating products designed to enhance natural beauty rather than mask it. Glossier's minimalist aesthetic and community-driven approach to product development have made it one of the most influential beauty brands of the 2010s and 2020s.
The brand's product range includes skincare essentials (Milky Jelly Cleanser, Priming Moisturizer, Futuredew oil-serum hybrid), makeup (Boy Brow, Cloud Paint blush, Stretch Concealer, Lash Slick mascara), fragrance (Glossier You), and body care. Each product is designed to be simple, intuitive, and effective, with a focus on buildable coverage and a natural, dewy finish. Glossier's iconic millennial pink packaging and sticker sheets have become instantly recognizable.
Glossier pioneered the community-first approach to beauty, incorporating customer feedback directly into product development and leveraging user-generated content in its marketing. The brand has expanded from online-only sales to include permanent retail locations in select cities and a wholesale partnership with Sephora. Glossier's success demonstrated that modern beauty consumers value authenticity, simplicity, and community over traditional beauty industry marketing approaches.