If you can’t quite figure out why the name “Emily Weiss” sounds so familiar, I’ll give you three clues:

Into. The. Gloss.

Yes, she’s the brains and beauty behind Into The Gloss, the beauty blog that has developed a cult-like following thanks to it’s dedication to testing every beauty product under the sun so that we don’t have to, as well as taking a peak inside the medicine cabinets of the world’s most fascinating and gorgeous women in fashion, film, music and art. But more recently, Weiss has launched her own beauty brand, Glossier, which was born out of the feedback from products that were reviewed on Into The Gloss and is now a tightly-edited, pre-curated collection of modern beauty essentials for real women in real life.

But before Weiss became the beauty mogul she is today, she was just an art student at NYU who wanted to work in the fashion industry. She hustled her way from an intern at Teen Vogue to an assistant at W, before assisting the style director at Vogue where her fascination for the beauty cabinets of the world’s most glamorous models, makeup artists and designers began.

Here are five more reasons we want Emily Weiss in our girl gang.


Emily Weiss started Into The Gloss in 2010 while she was still working at Vogue, which means she was essentially working two jobs at the same time. Launching your own business requires a huge amount of self-belief and determination, but launching it while also being committed to a full time role at the world’s most famous fashion magazine takes things to a whole new level. You need to have faith that what you are doing is vital and necessary, you need to be certain that no one else is doing it or that if they are, that you can do it better.

When Weiss first launched ITG, she was conducting her interviews with models like Karlie Kloss on the weekends and often waking at 5am during the week so that she could publish new blog posts before she went to work. This required passion for what she was creating, which luckily Weiss had in spades.


If you asked a successful businessman or entrepreneur what the key to their success was, there is a good chance they would say “hard work”. But if you were to ask Emily Weiss the same question, she would probably talk about the importance of learning as much as possible. She may have gone to arts school instead of business school, but that doesn’t mean Weiss was happy to let a bunch of “suits” do all the dirty work for her. Instead, this girl boss has always had an insatiable thirst for knowledge and learning all the ins-and-outs of business. She is not only the founder and C.E.O. of ITG and Glossier, but also involves herself in the smaller day-to-day tasks of her businesses and handles everything from raising venture capital, finding new property for future offices, studying the economics of what is she is doing and goal-setting for the future.

Weiss knows she isn’t the best at everything and often gives out the advice, “know what you don’t know.”  She plays to her strengths and leaves the rest to her team of almost 40 highly-driven employees that spans product development, editorial, creative, operations, finance and technology.


In the early days of ITG, Weiss was inspired by brands like Alexander Wang, Celine and Maryam Nassir Zadeh that sought out a sense of individuality and freedom, while also projecting a kind of fun sophistication and women getting what they want, when they want it. This empowered approach to fashion is becoming even more prominent in today’s landscape and Weiss wanted to channel this empowerment into beauty through the use of social media. She realised that millennials loved to engage with beauty brands and other customers online and were developing relationships in this sphere rather than in physical stores.

Glossier have spent very little money on paid advertising, instead relying heavily on word-of-mouth to attract new customers. Weiss believes that recommendations from friends, family and consumers online sells more beauty products than a flashy campaign in a magazine, and that reading consumer comments on social media gives her invaluable feedback.

In particular, Weiss uses Instagram to stay up to date with what is happening in the beauty industry in terms of products, muses, must-haves and campaigns. Just like her businesses, social media is changing every minute of every hour of every day, and in order to keep moving forward and evolving Weiss needs to be reactive. In recent interviews she has cited influencers like Lily-Rose Depp as the girls she follows to see what the cool kids are loving.


There is nothing The Twenties Club loves more than seeing successful women celebrating and supporting other successful women (girl gangs forever you guys!!). Weiss has been celebrating the strengths of other girl bosses since day one of Into The Gloss through her interviews with well-known entrepreneurial women like Leandra Medine of The Man Repeller, Katherine Power of Who What Wear and Jenna Lyons, the president and creative director of J. Crew. Weiss made ITG so successful because it wasn’t a blog about her, but rather “us” and “you”.

She also wants to encourage women to take ownership of their beauty routines by doing their own research to find out what works best for them. She wants us to talk to our sisters, girlfriends, mothers, read reviews online and engage in real conversations rather than relying on a “specialist” who doesn’t know the real you.


The main reason we want Emily Weiss in our girl gang, aside from getting a lifetime supply of Glossier products (?!) is that she really is just like the rest of us. She is a beauty junkie at heart and gets a kick out of pretty packaging and confidence-boosting products just like you and I.

Glossier and Into The Gloss were born out of the idea that makeup and beauty should be a reflection of our true selves – not the airbrushed and unattainable images we see in beauty campaigns on the back of buses and the pages of fashion magazines. She knows that we aren’t makeup artists or actresses or models -we are real girls getting up at 6am every morning for work and we need products that we can rely on. This means that she is obsessed with reading the feedback from her customers and noticing any common themes or criticism to help her continue to create products that millennials love.

Glossier strive to create products that enhance natural beauty instead of covering it up, products that work “with” you and not just “on” you.  By doing this, Weiss is encouraging women to celebrate authenticity in the same way Glossier does.

If you visit the Glossier website you will find a statement that maybe best sums up what Emily Weiss is all about:

“We’re laying the foundation for a movement that celebrates real girls, in real life.

Glossier is a new way of thinking about (and shopping for) beauty products.

Because “beauty” should be fun, easy, imperfect and personal.

Above all, we believe that you give life to products- products don’t breathe life into you.” 

Header image via Google