In today’s vast world of mystifying beauty products and treatments finding the perfect retinoid or the richest mascara can often be an arduous experience. Since the launch of Into The Gloss in 2012, founder Emily Weiss has forged her own path, created a booming beauty company and simultaneously banished dated notions of beauty. 

Unlike most beauty proponents, Into The Gloss has infused their brand with a dose of realism and integrity; showcasing the beauty cabinets and rituals of outstanding women of all facets in fashion, art, film and the like. 

When Weiss set out to create Into The Gloss it was an idea that was birthed from the mere fact that, most publications were placing emphasis on fashion, rather than highlighting beauty as a way to enhance your style. 

“Everyone was just looking at style from the head down - not treating beauty as part of style in a huge way, but sort of as the kid sister, the afterthought.”  -  Emily Weiss

Her new-age approach to showcasing the ‘top shelves’ of major influencers, savvy reviews and tips on beauty products made her an all-star in the beauty realm. With the focus on accessible beauty, Weiss was able to create an extension from the Into The Gloss brand and create her ideal product line, Glossier. The brand is an invigorating infusion of beauty products that don’t mask, hide or cake on; they leave skin fresh, dewy and glossy. 

Her latest endeavor with Glossier’s Phase 1 set has proven to be a solid piece of evidence that Weiss’ mantra on clean, dewy, fresh skin will continue to be a beauty mainstay for years to come.