Into The Gloss

About Into The Gloss

Founded in 2010 by Emily Weiss, Into The Gloss is a beauty blog that has carved out a distinct niche in the digital media landscape. Weiss, a former Vogue assistant, started the blog as a passion project, dedicating her early mornings to its development while still employed at the magazine. The platform gained significant traction with its "Top Shelf" series, which featured interviews with women about their beauty routines, conducted in the intimacy of their own bathrooms. This approach, which showcased the beauty products and habits of notable figures like Jenna Lyons and Karlie Kloss, resonated with a broad audience, leading to rapid growth in readership.

Into The Gloss distinguished itself by fostering a community-driven dialogue about beauty, a departure from the more prescriptive tone of traditional fashion and beauty publications. The platform's content is a mix of product reviews, tutorials, and in-depth interviews, all characterized by a peer-to-peer voice. This content strategy not only built a loyal following but also provided Weiss with invaluable insights into consumer preferences and unmet needs in the beauty market.

These insights became the foundation for Glossier, the direct-to-consumer beauty brand Weiss launched in 2014. Into The Gloss served as the incubator for Glossier, with the blog's audience becoming the brand's first customers. The business model of Into The Gloss is primarily that of a media and content platform, which in turn fueled the creation of a highly successful e-commerce enterprise in Glossier. The blog continues to operate, providing a rich content ecosystem that supports and informs the product development and marketing of its sister company.