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How Glossier evolved from blog to $1.2 billion beauty brand 

Fact checked by Vahe Arabian
Vahe Arabian

Founder and Editor in Chief of State of Digital Publishing. My vision is to provide digital publishing and media professionals a platform to collaborate and promote their efforts, my passion is to uncover talent and… Read more

Edited by Vahe Arabian
Vahe Arabian

Founder and Editor in Chief of State of Digital Publishing. My vision is to provide digital publishing and media professionals a platform to collaborate and promote their efforts, my passion is to uncover talent and…Read more

glossier

Shelley Seale is a journalist, content creator, award-winning writer, author, publication designer, editor and communications professional. She can be reached at www.shelleyseale.com. and Twitter

What’s Happening:

Nine years ago, Emily Weiss started a beauty blog called Into the Gloss. Today, that blog has evolved into Glossier, an online shopping brand selling beauty products along with Weiss’s personal views, advice and tips. Glossier is now worth $1.2 billion, selling one of its £14 Boy Brow products every 32 seconds.

Why it Matters:

With roughly 500 million blogs on the Internet, finding the secrets to break through to become a major brand with high revenue is extremely difficult. As Weiss told the Financial Times in an interview, she took an “Apple-like approach” to the business, particularly when it came to product creation and development.


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