With Glossier hitting a $1.2 billion valuation alongside legions of fans—not to mention a crush of competitors—Emily Weiss is playing the long game
As the camera panned up from a pair of high heels, we saw a college-age Weiss striding through a Los Angeles office, dressed in a short flared skirt and a black turtleneck. “Emily: New York Intern” flashed on the screen. With her pin-straight brown hair and a binder in hand, she looked like some wildly confident apparition who had come to show the laconic stars of the series what working at a magazine really takes. They called her, with begrudging awe, the super intern.
Weiss pauses over renderings of the section devoted to their lipstick, Generation G. It’s a sheer formula, the kind you can swipe on in the back of a Lyft or midway through a Hinge date. “You could be 15 or you could be, like, 60, but if you believe what we believe, then you’re a part of Generation G,” she says. “We can really own that here.”“Yeah, that’s a good idea,” Weiss agrees, tapping her fingers on her mouth.
“I got a master’s in the state of beauty through Into the Gloss,” Weiss says, describing “all the weird hang-ups people have about beauty, and the double standards.” She has spent a lot of time reflecting on its broader role: “how beauty can start conversations, how beauty can break down walls, and how beauty is something that every single person everywhere in the world deals with. It’s really foundational to who you are and how you relate.
From the windows of Weiss’s living room, you can see the Glossier office. That doesn’t bode well for work-life balance, but she swears the proximity allows her to sleep in and walk to work. It’s a rental apartment, heavy on natural light, with the same white, pink, and red palette as one of her thronged pop-ups. In the bedroom, laundry is air-drying on a rack in the corner.
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