Emily Weiss launched Glossier partly as a reaction to the way she felt mainstream brands were 'talking at her'
If you follow me on instagram - don't worry! Hardly anyone does - then you're probably thoroughly sick of being bombarded with 'latergrams' of my trip to New York a few weeks back. Don't fret though guys, it's not all cliched cityscapes and cups of coffee (it's almost all that) - I also went to the actual Glossier showroom.
For those of you who don't know (although I assume most of you do) Glossier is the beauty brand founded by Emily Weiss, an ex Vogue writer and author behind the outrageously successful blog Into The Gloss. She launched the brand with real women's experiences in mind, partly as a reaction to the way she felt mainstream brands were 'talking at her', which is why I love her and the brand so much. I mean, raise your hand if you've never felt 'talked at' by a big beauty brand promising plasticky poreless skin and sexy, shmexy 'full' 'voluptuous' 'millionised' lashes/lips/cuticles and all the rest of it.
Yep. No one. That's what I thought. Like, really, who is stuff like this supposed to appeal to?
Glossier really speaks to me as a brand. Which is why I went out of my way to visit the store. It feels like every product has been created with what women actually want (products that make makeup fun and easy, with cool packaging and natural, fresh looking finishes) vs what makeup companies think women want (serious products to cover up perceived imperfections and plumpify/sexify everything for the purpose of attracting others).
It's refreshing, to be honest. And kind of weird that so many (maybe all?) of the biggest global brands just don't seem to get it when it comes to what modern women want from makeup.
I am still in the early stages of road testing everything, but I purhcased 4 products and so far I am beyond impressed. The Milk Jelly cleanser is quite honestly dreamlike to use and leaves my skin blemish free and thoroughly clean but not stripped of moisture. The generation G lipstick is everything I hoped it would be (I had eyed it up for months before buying) but I chose a fairly wintery shade so it hasn't seen much airtime yet. The skin tint (mine's in shade 2) is the least exciting product of the pack - I'll get back to you on that. But the Haloscope highlighter has shot straight to the top of my list of all time favourite face products. It is so natural yet so very dewy and beautiful and lit-from-within-y. It is profoundly worth buying ladies.