Into The Gloss to Glossier - How a Multi-Billion brand was built (and how you can start too)

Emily Weiss Source

If you’re someone who is dreaming of building something: you have a full plan, the drive, the vision, but you still can’t find the right moment to begin… maybe you’re stuck in analysis paralysis. Maybe you're giving up before even starting because you fear competition.Maybe you think your idea isn’t “billion-dollar” enough. I am here to tell you - you are doing it wrong. The perfect idea, the perfect path, the holy grail to success doesn’t exist.You pivot. You progress. You revamp. And then you launch. The biggest strategy in building something is this: You start  even if you don’t know what the future looks like. Even if everything isn’t figured out.

For today’s blog, we’re diving into the early days of Glossier: the beauty brand we all know,  and how it began before there was ever a product.

The Blog That Built a Brand

Emily Weiss started her career in fashion at a young age. Eventually, she launched her own beauty blog: Into The Gloss.

In my opinion, she did two powerful things through this blog:

• Built a loyal, engaged community who saw her as someone who understood beauty

• Did organic, real-time market research by listening to her audience
  

Through reader reviews, interviews, and shared opinions, she started identifying what was missing in the beauty world. Into The Gloss wasn’t just content — it was insight. It helped shape what would later become Glossier. What did Glossier do?

•  Customers as Co-Creators

The Into The Gloss community didn’t just read, they contributed.They shared what they wanted, what was lacking, what was trending.So when Glossier launched, they weren’t just consumers. They were part of the brand’s foundation. That’s what made it so powerful! they saw themselves in it.

• The Start Without “The Start”

I like to think Into The Gloss was the original Glossier. Whether Emily had the idea for a product line from day one or it came later, I don’t know. But what matters is: she started. Within five years, her blog turned into a billion-dollar brand. Had she waited, for the perfect product, the perfect audience, the perfect investors, Glossier might not exist today. You can never have everything figured out before even starting, the later you start the more you delay your process of learning about the market. 

•  Adaptability Approach & The Rise of Influencer Marketing 

Sure, social media was just gaining momentum at the time. But so many other brands launched during that era - and failed. Emily saw an opportunity and acted. She took the opportunity and adapted her strategy to the dynamic market. She didn’t just post on social,  she used it as a chain reaction tool to connect with people, not just push .product It’s been years, but here’s what still holds true: You don’t just sell a product, you sell trust. You sell lifestyle.

Into The Gloss readers became loyal customers. One influencer might’ve had 250K followers,  those followers trusted her, bought the product, posted about it and so on. This is exactly why strategy is nothing without understanding human behavior.You can’t sell a product until it connects.

What Today’s Builders Can Learn From This

1. You Don’t Start at a Billion Dollars,  So Please Don’t Let That Stop You

I’ve been there. Honestly, I’m still there sometimes. I have a vision. I’m doing things in alignment with it. And even while posting this blog, I’ve asked myself: Does this lead anywhere? Is it perfect? The first answer? Maybe. The second? No. But if Emily had never started Into The Gloss, she wouldn’t have learned everything she did when she launched Glossier. Find your version of Into The Gloss. Whether you want to be an entrepreneur or grow in your career, even if you’re not 100% sure what it looks like, just start. Start with your why. Invest in yourself. Start small. But do it.

→ Make a list of 3 things to do this week, the rest will come.

2. Customer Persona Matters

You need to know who you’re providing value to and how. You can build the most “perfect” product, but why would someone buy from you? What gap are you filling? How do you connect with them? Listen to them. Build with them. Understand them.

3. Marketing That Doesn’t Match = Wasted Effort

Your marketing strategy is a game-changer,  but only if it makes sense. If you’re marketing to someone who’s 60+ and never uses TikTok, influencer campaigns there won’t work. Ask yourself: Where is my audience? Who am I speaking to? Why does this message matter to them?

These three questions will help you craft strategy across platforms, magazines, social, or whatever comes next.

4. Don’t Build Just for a Trend, but adapt to it 

AI is the hype right now, maybe your job, career path, or idea feels like it’s under threat.But it’s not about fear - it’s about adapting and pivoting. There are 8 billion people in this world.You don’t need all of them. Find your people. Build for them. This blog is your sign to stop stalling. Start.

This one blog is close to me. I didn't even know Glossier started as a blog before I did my research. I myself don’t have everything figured out. But I know this:I want to contribute to the entrepreneurship space,I want to highlight female founders, I love brand strategy, development, and anything where human connection meets analysis. That's what I’m building.  What’s Coming Next?

• Next week: Launch of the Inspiration Portal — my take on the journeys of Forbes 30 Under 30 women, Bull of Bay Street founders, and rising names in business

• Week after: Small Business Spotlight to highlight upcoming women-owned brands

• After that? We’ll see. I’m building it as I go, So stay tuned! P.S if you are reading this, thank you! Would love to see your thoughts & comments below :)
  

  

  Source: https://www.teenvogue.com/story/best-glossier-products