The Odd Brand Out
Emily Weiss, the CEO of the soon-to-be billion dollar makeup brand, Glossier, has never foreseen its success. Only three years ago, girls were wearing heavy, dense makeup styles, solid foundation and dark eyeliner. Weiss took a bold move in creating a makeup brand that would completely reimagine this old trend. Glossier’s website promotes itself as a “brand inspired by real life.” They also focus majorly on skin care, stating, “skin first, makeup second,” multiple times on their website. Emily’s idea was a revolutionary success. Tday, Glossier’s products are widely sought after by consumers looking for a minimal but elegant makeup look.
Before Glossier, makeup brands promoted an unrealistic look. Women were told to have perfect skin, dark lipsticks, and endless lashes. However, thanks to the new ideas that Glossier has introduced, the ideals of beauty have been refined. Now, both women and men strive for healthy looking skin, minimal lip color, and natural eye makeup. However, one can not help but think, what exactly convinced consumers that looking natural is cool?
I asked girls around the school about what they think of the brand’s message and why it is so appealing. Piper Phillips ‘19 said that, “it is the coolest brand.” She described the appeal of the brand’s exclusivity and the visual charm in the way that they market themselves. She added that the brand “revolutionized the way that makeup is thought of through their creation of light-coverage concealers and fresh-faced look.” Georgia Ossorguine ‘18 agreed with Piper, stating that the brand is, “modern, millennial, and editorial; they target our generation exactly.” Georgia explained that Glossier is capturing a new look of “no-makeup makeup,” which is what triggered success for the brand. Georgia added that consumers generally do not love looking like they are wearing a lot of makeup, and Glossier worked to fix that problem. Katherine Ely ‘19 praised that they market their brand with models that are diverse, allowing all consumers to connect themselves with the brand. She also admired the way“they manage to balance an elegant feeling with a casual look” through their products.
Glossier not only wanted to connect to people of the new generation, but also redefine beauty standards. According to Business Insider, Emily Weiss was not sure if a change in makeup style would be successful, but she insisted that it happen. Glossier created a brand that managed to promote a charming look while also maintaining the concept of minimal makeup use. Many women have begun to feel more confident in the way that they naturally look, reflecting the brand’s ethos of, “a little makeup can go a long way.” Glossier, now a common name, redefined the definition of pretty, all while managing to make it appealing to the general consumer, and most importantly, making it cool.