27:07Emily Weiss on the Insights That Grew Glossier - With Amy Buechler at the Female Founders Conference
From Y Combinator · Published Jul 22, 2018 · Watch on YouTube
TL;DR
Emily Weiss describes how she founded Into the Gloss (a beauty blog) and then Glossier (a direct-to-consumer beauty brand) by using community conversations and customer feedback as product input. She argues that technology has shifted power from brands to women, who can now be curators of their own beauty routines.
Key insights
- Beauty acts as a "great connect equalizer" among women; everyone has something to share about it, making it a powerful platform for building community.
- Technology has upended the traditional brand-to-customer paradigm (e.g., the model of sitting at a counter and being guilt-tripped into buying full sets of products).
- Glossier does not one-for-one crowdsource products; it combines its own editorial expertise with customer feedback (e.g., if 30% say a lipstick is “too blue,” the team uses that signal along with thei
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