Emily Weiss is standing on Lafayette Street, just north of Canal, wearing a red lace Valentino dress with a puffy pink fur jacket draped awkwardly over her shoulder. It’s an incongruous outfit for the season and the weather and the time of day , but it’s also exactly the kind of thing someone would wear if she expected to show up on lots of social-media feeds within the hour.
The Glossier aesthetic is sometimes described as makeup for people who are already pretty — it’s a bit like Alexander Wang, clothing for off-duty models to toss on for Vespa-ing between shows in Milan. It’s the idea that peeling away artifice and pomp leads to an even more thrilling beauty: the real thing.
Emily Weiss has been something of a millennial icon, the star of her own fairy tale, ever since 2007, when she showed up on three episodes of MTV’s The Hills. Weiss was the New York intern, the sophisticated brunette to the scattered L.A. blondes, flown in when the L.A. girls were flailing. She immediately, unflaggingly, took over, sorting some shit out . Lauren and Whitney blushed and referred to Weiss, in hushed, jealous-slash-nasty tones: “Superintern.
Instead, Weiss got a series of assistant jobs at Condé Nast — first in the fashion closet at W magazine, then as an assistant to the stylist Elissa Santisi, who was then on contract at Vogue. She began traveling for shoots with Santisi, grilling the hair and makeup teams about their work. Once, on a Terry Richardson shoot in Miami, Weiss admired the model’s tan, and the model, Doutzen Kroes, recommended a self-tanner to Weiss.
Weiss’s idea was different, to be something of a — that dreaded word — “disrupter” of the beauty industry. Start small. Don’t aim at wholesale . Crowdsource pretty much everything, through social-media platforms, affiliate sponsorships and links, and just through gossip. Once Weiss had the funds, she was ready: “I wrote out, ‘Here are all the things we need to launch: website. Chemist. Office space.’ And then I just checked them off, one by one. Put all the balls in the air. Got pregnant with Glossier. Incubated. Gave birth to four beautiful products.”
It really shows how much it helps to have access and connections, amirite?
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