Emily Weiss is the “she-E-O” behind Glossier, the indie brand that has shaken up the beauty industry and turned her into “[M]illennials’ Estée Lauder.” After her beauty blog Into the Gloss built a cult following, she started the Glossier brand with four products and an idea: that customers would “feel like the brand itself was a close friend.” The goal was to developed a personality for the brand that fans could rally around, “a brand whose sweatshirt you wanted to wear.” What’s next?

Emily Weiss is the “she-E-O” behind Glossier, the indie brand that has shaken up the beauty industry and turned her into “[M]illennials’ Estée Lauder.” After her beauty blog Into the Gloss built a cult following, she started the Glossier brand with four products and an idea: that customers would “feel like the brand itself was a close friend.” The goal was to developed a personality for the brand that fans could rally around, “a brand whose sweatshirt you wanted to wear.” What’s next? Following the success of their Soho showroom, the previously online-only brand is rolling out store-level retail shops. (The Cut)