A new book traces the rise and stumbles of the most hyped makeup brand of the 2010s.
In her new book,Meltzer argues that the company’s success was never really about its cult-favorite products. Instead, it was about the image of femininity that those products sold: chill, carefree, and natural. “But like the labor of applying makeup to make you look naturally beautiful, nothing about Glossier is effortless,” she writes — least of all its founder,“superintern” on MTV’s mid-aughts reality show.
She’s a bit of a cipher, which I appreciate, but it’s hard for writing a book. The best thing I could do was to refuse to simplify her, or the company, or the time. In my writing, if I’m at a crossroads or if I’m feeling like a situation is complicated, I find it’s best to lean into that and talk about that conflict.
If I’m being less generous, I would say that it was all a little bit of a role — like the way she stopped bleaching her hair platinum and stopped going to fashion shows and started wearing pants suits, inviting business people like Disney CEO Bob Iger for fireside chats, speaking in business speak, investing in other companies, and talking about being interested in longevity.
Weiss would deflect from answering questions or suddenly take your conversations off the record, which you say was very frustrating. What did you not ask her that you would want to know?
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