The direct-to-consumer cosmetics company launched in 2014 by US business woman Emily Weiss, pioneered a new “barely there” beauty aesthetic where marks were celebrated, freckles were lionized and makeup application became as free form as finger painting.
If the 1950s had red lipstick and pin curls, and the 1990s had brown gloss and “tightliner,” then the 2010s was all about fluffy brows and dewy skin. Between 2014 and 2019, many beauty enthusiasts’ preferences shifted: High coverage foundation was largely displaced by multi-step skincare routines, brow gel replaced heavy brow pomade and lips were delicately stained rather than boldly painted. The barely-there look was surprisingly big business, too.
The book’s narrative addresses what it describes as the “cult” of the 2010s “girlboss,” symbolized by Weiss, as well as Nasty Gal’s Sophia Amoruso, Manrepeller’s Leandra Medine and Audrey Gelman of The Wing — all of whom were celebrated for their female entrepreneurship, before facing allegations from former employees complaining of workplace discrimination.
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