Glossier

Emily Weiss describes how Into the Gloss helped her understand what women wanted from beauty and led to Glossier. She explains how customer conversations and feedback inform product decisions, while editorial judgment and product quality guide the final choices. Glossier’s direct customer relationships, community, and retail spaces are presented as ways to make beauty more personal and participatory. Weiss also discusses the company’s disciplined growth, hiring practices, and emphasis on building a brand around customer relationships.