Overview
Direct-to-consumer beauty brand founded by Emily Weiss (Into The Gloss), emphasizing “skin first, makeup second” philosophy and millennial pink packaging.
Origins
Launched October 2014 with 4 products. Grew from beauty blog Into The Gloss community feedback - customers co-created products.
Cult Products
- Boy Brow (tinted brow gel, 1 sold every 32 seconds)
- Cloud Paint (cream blush)
- Balm Dotcom (universal salve, Cherry flavor icon)
- Milky Jelly Cleanser
- You Look Good perfume
Millennial Pink Empire
Signature millennial pink packaging became instantly recognizable. Instagram-optimized aesthetic - dewy skin, natural beauty, pastel everything.
Peak Influence
2016-2019: Valued at $1.2B (2019). Opened experiential retail stores (NYC, LA, London). Defined “cool girl” beauty aesthetic.
Decline & Challenges
2020-2022: Sales dropped during pandemic (no social occasions for makeup). Faced criticism for lack of inclusivity, limited shade ranges. Laid off retail staff (2020).
Cultural Impact
Pioneered DTC beauty, community-driven product development, and “less is more” makeup philosophy. Influenced entire generation of beauty startups.