As woman are becoming increasingly skeptical by the cosmetic brands that are trying to sell us an unachievable vision of beauty, self-sustaining, independent brands take their shot at painting us a “real picture”.
Online beauty cult blog Into the Gloss recently launched skincare line Glossier, happily surprising every beauty-geek out there, including myself.
The geniuses behind ITG are dedicated to all things beauty and treat us on the finest interviews, beauty regimes, product reviews and spot-on knowledge of the beauty industry, so after four years it was only fitting that they try their hand at a stellar beauty product fit for the needs of the modern, real woman.
Yet, when Emily Weiss, creator of ITG, launched her line of beauty products, she didn’t collaborate with a giant cosmetics company or spend tons on an elaborate advertising campaign.
She turned to Instagram.
As Emily was spending the last couple of years building a community around her editorial platform, (ITG now counts over 188,000 Instagram followers) she started to feel that nobody was catering to the needs of her readers, product-wise. At that point she decided to launch “Glossier” with the philosophy that less is more, creating a range of products aimed squarely at the Millennial market.
“I saw the need for a beauty brand that speaks to its consumers directly, offering them a chance to engage beyond the traditional touch points of purchase, use and mass marketing,” she says. ”What I don’t think is fun is editing yourself, aspiring to finally arrive at some idea or picture of perfect, untouchable glamour,”
Emily declared in her editor’s letter. ‘We’re laying the foundation for a beauty movement, one that celebrates real girls in real life.
The first four products, moisturiser, facial mist, skin tint and skin balm, come packaged in minimal pink tubes with a set of emoji-like decals so that customers can personalize their tubes, perfect for sharing on Instagram!
Glossier is a beauty brand you want to be friends with, and that’s a great quality in product and branding these days.