• Why did Glossier choose to work with micro- celebrities rather than only work with established social media celebrities? building and consumer engagement. Glossier is a cosmetic company that was originally created by Emily Weiss in 2010. Weiss started a beauty blog called IntotheGloss.

com to discuss issues between the current beauty industry and the real beauty needs of women. Emily Weiss then later in 2014 launched the official website Glossier.com containing four main cosmetic products. In the space of four years, Glossier increased in popularity. This led to the company exceeding $100 million in annual revenue.

Glossier’s marketing approach, targeting mainly millennials, allowed it to grow fast over a short period of time.