Emily Weiss

Emily Weiss, founder and chief executive officer of Glossier and Into the Gloss, is perpetuating a new beauty mantra: you are enough.

She wants to debunk the beauty ideals and the role of fantasy within the industry’s marketing machine that was set in motion by the foremothers of beauty — Helena Rubinstein, Estée Lauder and Elizabeth Arden — in the early 20th century.

“These women were remarkable entrepreneurs; however, the precedent for beauty they set is no longer relevant today,” Weiss said, citing how products from decades past promised to give the wearer entry into a “fantasy.” “You are not enough is what this beauty fantasy hinges on. But women are over this; they are waking up to the idea that we are enough.”

With the digital and social media boom, women are now building their own digital personalities and, ultimately, Weiss explained, the individual has complete control of what she puts out there.

“With technology, she’s a creator of her own media,” Weiss said, noting that women can choose what version of themselves they wish to project. Women are opting to create their own reality, and society and brands are coming to grips with this. Yes, this means that there are plenty of contouring tutorials online, but women are also trying to capture less glamorous moments.

She cited Caitlyn Jenner, who earlier this year broke the record for fastest-growing Twitter account. Jenner chose Twitter and Instagram to share her message, which recently earned her the “Social Media Queen” honor at the Teen Choice Awards.

Weiss said her two ventures — the editorial beauty site Into the Gloss and direct-to-consumer beauty line Glossier — adhere to a strict code of realness when it comes to communicating with fans. Weiss said the community is involved in nearly every single part of Glossier’s business. For instance, a summer Friday showroom allowed dozens of women to try out a cleanser that will launch early next year and international expansion via Net-a-porter came as a result from customers asking for it.

“We’re not proposing a final picture of perfection like beauty of the first half of 20th century,” Weiss said. “Self Sells” is the thesis at Glossier.

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