Beauty has become very democratized in 2017 that power of the individual to express herself um today and express her opinions about product is is incredibly empowering glossier was born out of into the gloss which is a beauty blog that I founded out of my apartment in 2010 I really wanted to celebrate Beauty as part of women's routines uh and their overall expression glossier is really the first uh socially driven Beauty brand it's it's it's become what it has become so quickly because of our customers really really supporting the brand and generating a ton of content
around glossier for us we really see every single one of our customers as her own expert and that's been made possible through technology through the ability of information to be shared friend to friend peer-to-peer um large digitally with glossier we always think if there were never a beauty brand before how would you design one today there's always been a need and a um you know hypersexualized kind of Glam uh taste that some people have and I think that's totally cool and should be celebrated I think there's also a different customer out there different kind of
woman who um doesn't necessarily subscribe to that beauty ideal and doesn't necessarily want a full face of makeup W up you know every morning I think we're um enabling women to you know do less should they choose um through using our products we hope that we create these modern day Essentials that uh really unite many women from many different you know backgrounds ethnicities there's this frivolous kind of stereotype put on women who care a lot about the way they look or you know care at all about the way they look you're meant to kind of
not spend a lot of time on how you look but also look great and you know there's all these paradoxes when it comes to beauty and so um I've really enjoyed watching you know Legions of of of women really take ownership of their approach to Beauty as something that they can be really proud of [Music]
