Emily Weiss. (Photo courtesy of Glossier.)
What they do: Glossier is a cosmetics company working to shift the conversation around beauty products. They believe beauty should be fun, easy, imperfect, and personal, striving for transparency in everything from product development and production to ingredients. Glossier products prioritize skincare, letting their uncomplicated line of makeup take the backseat. The winner of several “best product” and “best marketing” awards, Glossier is changing the way we think about and purchase cosmetics.
Background: Emily is the Founder and CEO of Into the Gloss and Glossier, where she leads a team of 45 employees. Raised in Wilton, Connecticut, Weiss intered with Ralph Lauren for two summers and had a brief modeling career. In 2007, she graduated from New York University with a degree in studio art. After receiving her degree, Weiss became a fashion assistant at W Magazine and an on-set styling assistant for Vogue.
While working for Vogue, Weiss continued to focus on Into the Gloss, her popular beauty blog. After amassing more than 10 million readers worldwide, she left Condé Nast to focus on her business full-time. Into the Gloss then transformed into Glossier, a women-driven cosmetics company. The business is known for its transparency and guerrilla marketing strategies, and it is credited as the vanguard for social media-driven marketing campaigns.