Why do I and so many other people love Glossier (glossy-AYE), a relatively small “indie brand” gaining a real, cult following? Because it is real.
The story of Glossier takes root from the humblest of beginnings. In 2010, Emily Weiss started Into the Gloss, a beauty site much like any other. However, the site took a dramatic (read: amazing) turn in 2014. After four years of being a website that simply published beauty articles, Into the Gloss branched off into the now well established beauty brand: Glossier.
The story of how Glossier came to be is inspirational in and of itself. It is awe-inspiring to learn that such an amazing brand could come from the original ideas of a team who genuinely believed in themselves and their brand.
The first line on glossier.com‘s ‘About’ page reads, “We’re laying the foundation for a beauty movement that celebrates real girls, in real life.” This simple line gives consumers the peace of mind that they did not know they needed: a makeup company can actually care. Finally, a brand that has our best interest in mind.
Another few scrolls and you find the words, “Trust us, we’re you…Geeking out over beauty is fun, and we’re lucky to have a community of like-minded Glossier girls who get it. We’re the beauty brand that wants to be friends with you—mostly because we’re not so much a brand as we are real people over here just trying to rethink the beauty industry and have a good time doing it.”
They are everyday people making products for everyday women to use and inspiring others with the idea that simplicity is all it takes to make your dreams come true.
Beyond the lack of the large, corporate feel that tends to alienate consumers from brands, do the products actually work? Plain and simple, yes.
Though I have not yet been able to fulfill all of my Glossier wish-list dreams, the products I have tried have far exceeded expectations on their own accord. They do not work because of elaborate ad campaigns shoving them down my throat. Outlandish claims are not the reason they quench my dry lips (Balm DotCom) and clear up my skin (Super Pure serum). They do all of these things because this brand keeps it simple.
Another key benefit to Glossier’s products is their aesthetically pleasing packaging or, as we like to put it, their Instagramability. Forbes says that the brand “designs its products hoping — knowing, even — that young women will want to post their purchases on Instagram.”
Weiss confirmed that a great deal of time and effort went into the packaging of her company’s products. In fact, the team spent hours with an illustrator just to create the iconic sticker that decorates Glossier’s face masks. “You’re so excited to see that and take it out and take a picture of it, like you would food,” Weiss said.
Need more convincing? Search #Glossier on Instagram to find not only beautiful product flatlays but photos of Glossier junkies sporting the company’s additional merchandise, including sweatshirts, pins and more.
These products consistently sell out, which is a testament to how well they actually go to work for women. I was lucky enough to grab a bottle of their newly launched serums days before it flew off the virtual shelves. Their other products have similarly quick sellout rates. Call yourself lucky if you manage to get your hands on Boy Brow, arguably the brand’s most popular product that catapulted the brand to notoriety. These sell-outs are one of the best tools that Glossier has to prove how great their products truly are (although most people do not need convincing).
If you are skeptical at the thought of a minimalistic brand making it big in a beauty industry filled with over-editing and overselling, that is totally understandable. But next time you are looking for a product that actually works without the gimmick, I urge you to check out Glossier’s website.
Watch their videos, and see how these products work for the everyday women with zero editing and a life that is perfectly imperfect. The “perfection” of this brand comes from the concept that started it: simplicity. Check it out and you’ll see why there is not another feeling quite like opening up a new Glossier box.