Beauty blogger-turned-businesswoman Emily Weiss knows how to build demand.
She teased one of three new products being released today back in October — a brow pomade called Boy Brow — and it has amassed a 10,000 person waiting list since.
During a preview of the Glossier Phase 2 Set, which consists of Boy Brow, Stretch concealer and Generation G lipstick, Weiss called the group “the next step after the primed canvas.” The brand launched a year and a half ago with four skin-care items — a moisturizer, a skin tint, a universal salve and a rosewater mist — and Weiss is eager to venture into makeup.
“Skin care is essential and makeup is a choice and we went to encourage people to make good choices,” she said. “It’s an essential dossier, which is what the word Glossier is based on. It’s about helping her keep it tight; [these are] her makeup staples.”
A boxed set of the three items retails for $50 at glossier.com, with each available separately. The concealer and lipstick, which come in five and four shades, respectively, both retail for $18. Boy brow, which comes in three shades, costs $16.
In order to select the first shades of lipstick, Weiss said she asked the women in the office to bring in their favorite lipstick colors of all time. What they found was that there were four distinct themes: pinky red, dark deep purple, a nude and a wine stain.
“Two of them are ‘My lips but better,’ and the other two have a higher pigment load and give more of a lipstick look,” Weiss said.
As for the concealer, Weiss said she wanted to create a product that would be the “one to rule them all.” The formula consists of natural ingredients such as coconut and avocado oils as well as a microcrystalline wax technology that gives an “almost elasticized finish.” She ensured that the resulting concealer moves with the wearer and is designed for someone who “lives life.”
“It’s all meant to be easy and adaptable. We started last October, and along the way we continue to add products and community. [We’re turning this] into a larger movement of taking control of your beauty routine,” Weiss said.
She added: “We’re not an artistry brand on purpose. We’re a brand inspired by real life.”
On Saturdays and Sundays from March 19 to April 2, a pop-up showroom in the penthouse of the company’s Lafayette Street office will be open to the public, selling the brand’s entire range of product: the Phase 1 set, two face masks, face wash and the Phase 2 set. During a summer showroom last year, Weiss said between 200 and 300 people would visit the space per day. Although it’s too early to say when a Glossier store might open, Weiss said this gave her the confidence to think about permanent, owned retail in a real way.
The company raised a $8.4 million series A in November of 2014, led by Thrive Capital with participation from 14W, Manzanita Capital, WME, David Tisch’s Box Group fund, Jay Brown, Andy Dunn and existing investors Forerunner Ventures and Lerer Hippeau Ventures. Weiss raised a seed round of $2 million in 2013.