What is Glossier? Glossier Review, Features

Glossier is a New York cosmetics retailer founded in 2014. It created a new way of selling cosmetics, the "Showroom". In the experience scene of the Glossier Showroom, it created a two-way communication method, transforming marketing activities into content production.

About Glossier

Glossier's founder Emily Weiss graduated from the Department of Art. She has worked as a fashion assistant for the fashion magazine "W Magazine" and the assistant to the fashion magazine "Vogue" stylist Elissa Santisi. In 2010, she quit her job and opened her own personal beauty blog "Into the Gloss". In addition to recommending her favorite cosmetics, she also interviewed many celebrities such as socialite Kim Kardashian, makeup artist Bobbi Brown, supermodel Karlie Kloss, etc., focusing on promoting their personally recommended beauty products.

Founding Origin

Before officially launching the Glossier brand, Emily Weiss, founder and CEO of Glossier, started her personal beauty blog “Into the Gloss” (ITG) in 2010 to review her favorite cosmetics and help other consumers understand the pros and cons of products before purchasing them.

ITG quickly gained a large number of fans and became an influential professional beauty website. Before founding Glossier in 2014, Emily Weiss was already a influential opinion leader in the beauty industry with a group of loyal fans.

Emily started from social media. She used her past experience to create Glossier, a niche Internet beauty brand that focuses on "no makeup", and then used her own ITG social media platform to promote the new brand. This is one of the reasons why Glossier, a niche beauty brand, has become a new favorite in the investment community.

Featured Products

Glossier is known for its first-class original products in four categories: skin care, makeup, body care and fragrance. With its consumer-centric brand building approach, it has quickly become an emerging force in the global beauty market.

Financing

-In 2014, Glossier raised $10.4 million in seed and Series A funding. The funds raised in this round will be used for the company's further expansion, including launching two new categories, opening physical stores, and expanding overseas markets.

-In December 2016, Glossier completed a $24 million Series B financing round, led by Institutional Venture Partners (IVP), with participation from Index Ventures.

-In 2018, it received US$52 million in Series C funding from IVP (Institutional Venture Partners) and Index Venture.

-In March 2019, Glossier completed a US$100 million Series D financing round, with Sequoia Capital as the investor.