After a career at BlackRock and securing an MBA, Ali Weiss joined Glossier to lead its marketing efforts in 2015. Four years later, her enthusiasm for redefining the consumer-brand relationship hasn’t wavered. Inspired by a customer-first mission of democratizing beauty, Glossier has capitalized on a shared psychograph of eager consumers in the not-just-digital age. Here, Ali takes us through Glossier’s 360 customer journey that’s led to the brand’s rapid success, surpassing $100M in revenue and acquiring one million customers last year.
What makes Glossier a Challenger brand?
We’ve been digitally-native since the start and are invested in building experiences that change the way people engage with beauty online.