After diving deep into the beauty industry by working at Teen Vogue and Conde Nast, Emily Weiss gave a step aside to create her own beauty online site Into the Gloss. Little did she know that what started as a beauty inspiration and review-sharing platform would be the base for what is now the billion-dollar company Glossier. At Glossier, trending beauty companies show that communities mean everything for success. While it is increasingly easier to create makeup and skincare copy-cats, what cannot be copied are brand communities: groups of loyal consumers who identify with a brand and use the brand as a platform to create content, share ideas and build networks.
Why You Think It???s ???Trending???
The truth is pretending that the needs of people who are different than us “should” be ignored or met with harm is wrong. Many believe in…