Glossier launched just a little more than a year ago and instantly become one of the most popular skincare lines out there. The brand is known for its simple, basic and easy-to-use products that actually do what they say they're going to do. Now the creator, beauty expert Emily Weiss, has launched Glossier's first-ever makeup line.
When Glossier first launched Phase 1, which features the ever-so-popular Milky Jelly Cleanser along with Priming Moisturizer, Balm Dotcom and Perfecting Skin Tint, people quickly became obsessed. Now, Phase 2 has introduced simple, yet gorgeous, makeup to the line and beauty addicts are going to want to act fast because Glossier has a tendency to sell out superfast.
"We believe that beauty should be fun, easy, imperfect and personal," Glossier said. "At Glossier, we're thoughtfully creating a highly-edited collection of pared-down essentials and beauty products to reflect how real girls get ready every day - starting with a perfectly primed canvas (your skin!), then working your way up."
Phase 2 features three make up staples "designed to live with you, not on you." The set includes the best-selling and typically sold-out Boy Brow wax that thickens, fills in and grooms eyebrows; Stretch Concealer, which is lightweight but buildable to cover, enhance and brighten even the darkest circles; and Generation G lipstick that gives the look and finish of a stain, but has the consistency of a tinted balm. The three-product Phase 2 Set goes for $50, but you can buy each item individually. Boy Brow costs $16 and comes in three shades (Blond, Brown and Black), while Stretch Concealer costs $18 and comes in five shades (Light, Medium, Dark, Deep and Rich) for a variety of skin tones. Generation G is also available for $18 in four simple yet bold shades (Cake, Like, Crush and Jam) that can be worn as an everyday lip color.
Since Glossier announced Phase 2 in October, there's been a waiting list of more than 10,000 people. "It's all meant to be easy and adaptable," Weiss told WWD. "We started last October and, along the way, we continue to add products and community. [We're turning this] into a larger movement of taking control of your beauty routine."
Weiss started out writing her blog Into the Gloss in 2010, which made people really think about what the beauty industry has to offer. She then decided to do something about it and create a line of her own.
"Through my experience as a beauty editor and twentysomething consumer, I felt that the way beauty companies were creating products and marketing them to women was outdated," she told Forbes. "There wasn't a brand that spoke to women in an approachable way, while delivering a luxury experience and encouraging beauty as a part of overall personal style. With the launch of Glossier, we set out to demystify beauty and create easy-to-use basics inspired by the content and conversations from the beauty blog."
As for what makes Glossier so popular and different, Weiss explains that even though the line is small, a lot of thought went into creating it. "It's a tightly edited, pre-curated collection of the most relevant beauty products today," she continued. "And it's inspired by, and made for, real life: not for fashion shows, not for red carpet. You don't need to be an expert. These are products that enhance, not fix or cover up."
Weiss is a firm believer that your skin should be "treated like silk" because of how delicate it is. "We purposely make all of our products 'for sensitive skin' because what skin isn't sensitive?" she asked. "I've never heard someone say, 'give me that hard s--t. My skin is tough!' To that end, our Phase 1 Set is four things that make anyone's skin look its best right away: dewy, glowy, plumped with moisture. Anyone can be a Glossier girl. Glossier girls have something to say. They're our readers, our editors, our friends. They're insecure some days, confident others. They have freckles, pores, scars. Glossier girls embrace wherever they're at in life."