Glossier's Biggest Campaign Ever Is All About Real People

Buzzy beauty company cast from social media and its own staff

Glossier is the poster child for organic growth. Founded in 2014, the beauty brand was originally a spinoff of the popular beauty website Into the Gloss, known for its Top Shelfie interviews that ask women—from stylists and editors to actresses—to spill the details about their makeup, hair and skincare routines.