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The business of beauty is a big business and we have to look no further than Emily Weiss of direct-to-consumer beauty startup Glossier for validation. With a near cult-like following, Glossier has emerged as one of the pre-eminent beauty brands for millennials. Shoppers line up religiously outside of the company's flagship locations in New York and LA for a chance to experience the brand's growing portfolio of beauty products designed for today's women at an accessible price point.
Glossier emerged from Weiss's blog Into the Gloss, which she launched while working at Vogue. The NYU graduate scaled the blog to over 10M monthly readers sharing real perspectives on women's beauty, beauty products, interviews with tastemakers; all created for the needs of a modern woman. Sensing there was a larger opportunity beyond content, she quit her day job in 2014 to focus on building Glossier, capitalizing on a growing wave of commerce integrated into great content. Today the brand offers a suite of beauty products that include mascaras, lipsticks cleansers, balms, brow fillers ñ some of which have 10,000 person waitlists.
Since its founding, Glossier has raised $86M in funding, with its last raise at a $390M post-money valuation in February of 2018. The company is backed by investors that include Lerer Hippeau, Index, Ventures, Thrive Capital, 14W, and Forerunner Ventures. According to Weiss, the company's retail presences do more per square foot in revenue than the average Apple Store, which does slightly over $5600 per square foot. Under Weiss' leadership, Glossier did over $100M in revenue in 2018 and is now expanding globally.