Pursuits
Glossier: Emily Weiss's Makeup for Cool Girls
Beauty blogger Emily Weiss creates a cosmetics line using untraditional marketing—herself
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“Can you put on that sexy music again?” Emily Weiss asks her driver. The 29-year-old founder of Into The Gloss, arguably the Internet’s most admired beauty site, is in the back seat of a Mercedes-Benz on Oct. 6 with her friend, the Canadian model Coco Baudelle. It’s launch day for Weiss’s new cosmetics line, Glossier, and they’re hand-delivering boxes of products to randomly chosen Twitter and Instagram devotees around New York City, as well as celebrity acquaintances, including Ashley Olsen.