Emily Weiss Is Single-Handedly Changing a Billion-Dollar Industry [INC.]
Emily Weiss, Glossier
Glossier is finding enormous success by building authentic relationships with its customers and a thriving company culture.
In a few short years, Emily Weiss‘ brand Glossier will be one of the top leaders in the beauty industry. Why? Modern consumers are more sophisticated than ever, and companies like Glossier that produce quality products and create authentic connections with their audience will succeed. To savvy business leaders like Emily Weiss, profitability and sales are second to genuine conversations. By putting the focus on creating real connections and investing in the lives of their customers, the Glossier brand has accumulated lifelong fans and advocates.
“We believe that beauty should be fun, easy, imperfect, and personal. Above all, we believe that you give life to products–products don’t breathe life into you.”
Duane: What did you want to be when you were a kid?
Emily: It depends on how old I was. I was really interested in being a veterinarian. As a kid, like a teenager, when I realized there was more to life than just being a veterinarian or firefighter, there’s more options. I wanted to be a business owner, like a store owner. I really wanted to create a boutique, kind of like a curated boutique. I remember I even gave it a name called the The Edit.
I always was really fascinated by building brands and by brand environment. Around the year ’95 I was 10, so between then and 2003 were my formative teenage years. It was the era of Contempo Casuals and Hot Topic and 5-7-9 and all the mall stores. I really wanted to create a brand — some kind of fashion or style, or lifestyle kind of brand.
Even when I was 9 or 10 and other people were doing lemonade stands I started a baked clay jewelry company. I created business cards and a logo and created pre-collateral and stationery, kind of all the sort of collateral that sort of goes along with that brand. It was called Clay Creations and More. I don’t know what the “More” was because it was actually just clay.