Beauty junkies and Into The Gloss fans rejoice. Following a series of teaser photos on Instagram, the team behind famed beauty blog Into The Gloss launched makeup line Glossier today. CEO Emily Weiss notes that over the past four years, she saw a need for a beauty brand that engaged with its consumers beyond mass marketing. Weiss credits Into The Gloss‘ content-rich environment, which provides an ongoing conversation with customers on a daily basis, with uncovering this gap in the marketplace. Glossier’s first collection, Phase 1, is focused on skincare as well as makeup and includes the brand’s Soothing Face Mist, Priming Moisturizer, Perfecting Skin Tint and Balm Dotcom, which were made to work together to perfect skin. The products in this first collection range from $12 to $26 or can be purchased as a set for $80 on Glossier.com.
We can’t help but notice the ongoing trend of bloggers taking their businesses to the next level by launching product lines. Sure, there is the occasional collaboration (ITG had a recent partnering with Warby Parker), but starting a new brand is becoming the norm amongst the blogger set. Last year, beauty blogger and YouTube personality Michelle Phan launched her line of cosmetics, em Michelle Phan, with backing from L’Oréal after successful collaborations with makeup giant Lancôme. The same scenario panned out for Italian power blogger Chiara Ferragni of The Blonde Salad, who collaborated with Steve Madden before launching her own namesake collection of footwear. While the list of these entrepreneurs is not long (yet), it’s safe to say that readers and fans of fashion and beauty blogs are willing to become loyal customers when their favorites get into the business of launching a product. Could this be the new digital business model for passionate entrepreneurs who want to launch a brand complete with products? We’re willing to put some money on that.
