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While the 1990s were all about brown gloss and “tightliner,” the 1950s sheds light. Were all about red lipstick and pin curls, and the 2010s were all about fluffy brows and dewy complexion.

Between 2014 and 2019, many beauty aficionados’ preferences changed. For example, multi-step skincare routines largely replaced high coverage foundation, heavy brow pomade was replaced by brow gel, and delicate lip staining took the place of aggressive lip paint.

sheds light

Unexpectedly popular, too, was the hardly present appearance.

This new look was invented by the direct-to-consumer cosmetics brand Glossier, founded in 2014 by American entrepreneur Emily Weiss. At Glossier, imperfections were embraced, freckles were exalted, and applying makeup took on the same freeform quality as finger painting.

The company rose from cult favorite to industry stalwart thanks to its “skincare first, makeup second” motto, fashion-forward millennial pink product design, and early support of young “It Girls,” including model Paloma Elsesser.

The business claimed a 600% increase between 2015 and 2016.Additionally, over the years, it has introduced top selling items like Boy Brow, Milky Jelly Cleanser, and Glossier “You,” the company’s one and only fragrance, which in 2022 is expected to sell one every 43 seconds.

Additionally, Glossier has a big star power. The makeup line has been seen on Beyoncé, Serena Williams, Michelle Obama, and Reese Witherspoon at red carpet events including the Grammys and the Oscars.

Lila Moss, Sydney Sweeny, Gigi Hadid, and SZA are more celebrities who are rumored to carry a few items in their purse. Glossier had a $1 billion market worth as of March 2019.

However, by 2021, the company’s US sales had decreased by 26% from the previous year. As a result of several “missteps” in overhiring, Glossier fired a third of its corporate workers last year. A new book by New York-based writer Marisa Meltzer, “Glossy,” tells the story of the company’s recent downfall.

“My guiding principle was to not simplify the story in any way,” Meltzer said in a phone interview. I wanted to show it in all of its subtlety and intricacy.

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