Glossier is a clean, minimalist, aesthetic brand that celebrates womens’ beauty. Beauty is a part of most womens’ daily routine, and it should be fun, easy, imperfect, and personal.

Glossier was born out of “Into The Gloss”, a beauty blog founded by Emily Weiss, in 2010. The brand’s target market are millennials, and distilled from years of recommendations from girls all over the world, Glossier became the very first socially-driven beauty brand. Glossier was launched on Instagram in 2014, and has since then grown to a community of over 400,000 followers.

Glossier focuses on creating products that take care of womens’ skin, not just enhance it. They are the not-so-basic skincare basics every girl will need in her routine. To Glossier, skincare and makeup should be designed to work hand-in-hand to bring out the best version of every woman.

Glossier’s vision is to be a beauty brand with a relationship to its consumers—mostly because according to the brand, beauty is personalised and every woman has her own ideas and needs for her skin. The brand hardly describes themselves as a brand, as they are real people just trying to rethink the beauty industry, and having a good time doing it.