In fact, Glossier’s Milky Jelly Cleanser is the result of a post on Into the Gloss in which Weiss directly asked readers what their dream face wash would be like. This relationship between customer and brand has been a major disruption to the beauty industry as we know it—and consumers are beginning to expect this level of transparency from brands across the board.
It’s one of the main reasons Glossier’s skin-first, makeup-second philosophy was such an instant hit with the Instagram generation. (Remember back in 2014 when was it was a landscape of HD brows and self-tanner?) Plus, there’s no denying that the brand’s aesthetic is millennial goals—who can argue with dewy skin, pale-pink packaging and free stickers with every order?
When Glossier finally launched in the UK in October 2017, I went straight on the website to get my fill of Boy Brow, Cloud Paint, Haloscope and all the other cult products I’d been pining for on the other side of the Atlantic for the previous three years. But was it worth the wait?
