Popular Blog Becomes Cult-Status Beauty Brand

Established in 2014, beauty brand Glossier has acquired cult-status celebrity among consumers. With initial funding support from women-led venture capital firm Forerunner Capital, the company raised $8.4 million in a Series A funding round led by investment firm Thrive Capital in November 2014. What started as a beauty-related blog by Emily Weiss, CEO and founder of Glossier, the company became so popular it has had 10,000 customers on waiting list for two its products. Brand identity and the importance it places on the digital community and the customer feedback loop distinguish the company from its much bigger rivals.