If you haven’t already heard of Glossier then you need to, they are definitely one to watch, move over every skincare brand you ever loved!!
For the last 6 years there has been a flurry of new online magazines and ecommences making the most of the digital era to supply us with what we need in the click of a button; from gossip to fashion to inspiration… Ok so we have seen the rise of a few new beauty brands tapping into the millennial age group. Charlotte Tilbury for example has really taken the UK by storm. With her beautifully branded cosmetics, she has a following of ‘darlings’ dropping Mac and other brands for her golden cased make-up essentials.
But I can’t honestly think of any skincare brand that has entered the market and targeted the younger digital generation with a fashionable approach.
Step in Glossier, your answer to fabulously fashionable skincare that looks way cooler than Topshop’s Instagram feed. I actually feel like I’m on a new fashion ecommerce website shopping for shoes not shopping for skincare. I love their social media presence; they have the kind of Instagram account that makes you want to randomly burst into a mood board making session.
So a bit of background, you might have heard of Into the Gloss, popular online blog/magazine who have the 411 on all things beauty, health and skin related. Into the Gloss founder Emily Weiss, started Glossier after the success of ITG prompted her to give the millennial girls something she knew they were missing. A cool new skincare brand that works and looks fab on the bathroom shelf.
She explains to BOF journalist Lauren Sherman the gap she saw in the market, “I love all my products and yet there has not been a brand that has come to define my generation…I want to think about what beauty means today in 2015.”
Of course I have my commitments to certain skincare brands (bioderma is my water elixir that I cannot live without for 24 hours) but this brand have brainwashed me, I’m loving it. Next step is for me to try it. Thankfully they are stocked at Net-A-Porter, so being based in London is no issue. I can’t wait…