Glossier is disrupting the beauty industry like almost no other label. Julia popped by the company’s New York office and showroom
My trip to New York had a few solid cornerstones, including a visit to the beauty brand Glossier – its headquarters and its showroom. It was announced earlier this year that the company’s founder, Emily Weiss, had raised $52 million from investors in a Series C funding round. Plans include expansion into the European market with a launch in Germany scheduled for 2019.
The beauty label is shaking up the industry like no other. With good marketing, a stringent direct-to-consumer strategy, and diligent reviews of customer feedback, the company’s sales figures are estimated to have reached $50 million in 2017 (via Business of Fashion). New products are launched one by one, from face and body care to makeup and perfume. Next up is a self-tanner with SPF.
As far as opening up in new markets is concerned, the journey always seems to follow where the response from local women is the most euphoric. Canada and England were at the top of the heap, followed by France, Sweden, and Denmark.
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A few things became clear while touring the Glossier office: The label’s ambitions are high, there is still a lot to achieve, and in addition to the brand’s DNA, extensive thought is also being given to the workplace of the future. There is a lot of light, open areas that are comfortable and inviting for concentrated work, green plants, a snack bar, lockers for personal items, meticulously organized archives – it all appears to make the employees happy as they seemed so friendly and so unstressed out on that Monday morning when I visited.
Next, I want to get an impression of the showroom on Lafayette Street. “Hurry up, it’s always hell after noon,” Emily Weiss’s assistant, Morgan von Steen, tells me on the way. She was right: The first people are lining up ten minutes before the doors officially open and the postmen are moving huge boxes of new goods to the upper floor. When I left 16 minutes later with all the necessary purchases in hand, it’s already packed. It is hard to remember what the (beauty) world looked like before Glossier existed.
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Julia co-founded one of the first fashion blogs in Germany in 2007 and became a freelance consultant for digital strategies after publishing her first book in 2010. After an eventful four years with Condé Nast working mainly in the digital department of Vogue Germany, she decided to launch her own online magazine with her dream partner, Veronika Heilbrunner. She is based in Berlin and loves to read books.