Emily Weiss first came to our attention when she had a cameo in US TV show The Hills, (let the rain fall down and wake my dreams; don't act like you don't know it).
Starting as an intern at Teen Vogue, Emily propelled herself into the world of beauty and her career has gone from strength to strength. She launched her blog, Into The Gloss, in 2010, but it's safe to say her biggest achievement to date was creating created cult beauty brand Glossier in 2014.
Fast forward to 2018, and there's hardly a beauty buff left that hasn't tried the iconic Milky Jelly Cleanser, Cloud Paint or the award-winning Glossier fragrance. The brand is so Instagrammable, people are even reusing the pink pouches the products are delivered in.
Here, GLAMOUR talks to the 33-year-old about her inspiration, the secret to her success and of course, her favourite beauty products...
Do what you love, it's that simple
While she may have been portrayed as a fashion know-it-all on The Hills, Emily says her heart belonged to beauty from the beginning.
“I have always been a beauty junkie, obsessed with products", she says.
And her go-to look is very much the 'Glossier girl': "I love dewy skin. You can wear it with anything, a formal dress or a daytime boiler suit."
Even the way she de-stresses is living and breathing beauty: "Applying my skincare is definitely a time when I can relax and enjoy the downtime."
So when it came to launching Glossier, she didn't have to look far for inspiration...
The secrets to Glossier's success
Her beauty preferences and eye for Instagrammable packaging aside, Emily says Glossier was born because she loved the idea of women becoming their own curators and sharing their thoughts about beauty with each other.
"The industry before now has been so rule-based and it’s nice that women have a voice through social media to inform brands what they want and how they’re wearing it", she says.
"I created Glossier to celebrate that; it’s a platform where I listen to my customers and react to their every need – they become co-creators."
11 genius ways to re-use your Glossier pink pouch
"Beauty is an element of personal style, and Glossier products are modern essentials that form the backbone of everyone’s beauty routine. Once you have your base, you can add accents, like a flushed cheek or bright lip.”
As for the one thing Emily believes has contributed most to the brand's success? Feedback.
"It’s the way you take a brand from strength to strength. I have over 100 people working for me and we have an amazing Glossier community. There is no hierarchy – everyone has a voice and an input into the brand.”
Have goals, but be patient
You would think the hardest part of Emily's job would be constantly creating new formulas, staying ahead of the beauty game or coming up with those adorable product names, but no.
Her biggest challenge? "Juggling bigger dreams."
Despite huge success already in the US, Canada and now London, Emily says, "My vision for Glossier is huge, but we have to walk before we run."
So it looks like this girl boss has only just started, stay tuned...
In Emily's beauty bag…
- £9, Glossier
- £14, Glossier
- £29, Glossier
- £10.80 Bioderma
- £20, Embryolisse