Glossier’s recently enlarged office in downtown newyork –“HQ” since it’s referred to by those in the know–is everything you’d expect from the makeup start-up that created the blueprint for all other cosmetics startups to followalong with The spacious floor plan features millennial-pink furnishings; Brrch floral arrangements, replete with necessity anthuriums, sit atop clean surfaces. At the lobby, arrivals are clocked by a tech-forward photographic sign-in device, the kind that are more frequently found at Homeland Security check points. “We’re about 200 people today,” shows Glossier and Into the Gloss founder Emily Weiss. The creative team alone is 20 strong, Weiss continues–and they have already been busy, she says. Besides Glossier’s routine programming of videos because of its “skincare first, makeup second” twist on absolute lipstick sand buildable cream blushes, as well as a steady flow of new product releases to meet a social network of almost 2 million people, Weiss is working on a new brand.
This afternoon, when Weiss officially unmasked the lineup of what she calls “dressedup extras,” that there were not any vibrators from the mix of bold gel liners, high-shine Lip Sticks, chunky eye wracking, and liquid highlighters. However, the Glossier faithful proved not as enraptured. “They wanted color,” Weiss explains of the feedback loop which directed her to start ideating on her behalf second-ever brand expansion. “They wanted color from Glossier.”
The differentiation is essential in a digital beauty space that’s best called colorful lately. Pat McGrath’s rainbow of professional grade pigments earned her a billion-dollar brand valuation this past year, while Kylie Jenner and Kim Kardashian continue to offer their limited edition cosmetics drops at just a couple of minutes. But Weiss isn’t attempting to let you know “what the design is,” something that she concedes is that the provenance of trained makeup artists; nor is she trying to tap into the quick turnaround time which incubated brands use to capitalize popular trends, exactly what she sees as fast manner’s influence on the beauty industry. Glossier Play isn’t about a look, it’s really about a sense,” Weiss insists–and the type of quality that can only be achieved with completely custom solutions.
“Nothing’s stock,” the 33-year-old entrepreneur says of standout shades of her Shade Slide Eyeliner at Disaster Class, a hot Bordeaux, and Nectar, a peppy yellow. The feel of the four, flavorful Glitter Gelées feels costly, but costs just $14 a marijuana. It’s not supposed to be overly precious, or overly complicated, and is”fairly intuitive,” Weiss explains of the no-tutorial-necessary range that welcomes finger tip software and on the go slicks of six different Vinylic Lip lacquers, which contain large in a digital effort coming soon to a screen towards you. Starring Instagram models, musicians, and friends of the brand, including as Sarah Feingold, Co-Co Baudelle, and also pop celebrity Troye Sivan, the movie has been shot at a Brooklyn bash thrown by team Glossier, where attendees vie with the newest services as friends of photographers, by Tyrell Hampton to Raymond Meier, caught the moment.
“We’re providing you the tools to construct your daily regular,” Weiss says of Glossier Play’s non-dictatorial strategy, a statement that could as readily affect the many instructions she plans to take Glossier in. “There’s coming,” she offers, highlighting the opening of a Miami pop up shop after this month, even while still keeping mysterious on the issue of branching out into additional types. “We are building brands of the future.”