On a Thursday afternoon in late spring, 32-year-old
Glossier founder and CEO Emily Weiss rides the elevator
to the penthouse level of her company's downtown Manhattan headquarters. She's a thoroughly millennial
girlboss in jeans, sneakers and a royal blue sweatshirt with weiss embroidered in small white script.
hair is pulled back in a ponytail, and for the founder of a beauty products company, she wears notably
little makeup - just some mascara and possibly a swipe of Glossier Lip Gloss, a recent product release
touted online as having a "fuzzy doe-foot applicator."
A former teen model, Weiss is beautiful but not
intimidating, either by nature or by design (probably a little
of both). After all, her company’s popularity is directly related to her ability to cultivate a
of friendship with and among her customers. Just enough relatability is key.