Barely there: Into The Gloss launches cosmetics line Glossier

Having spent three years building a community around her editorial platform, Weiss started to feel that nobody was catering to the needs of her readers. She launched Glossier with the philosophy that less is more, creating a range of products aimed squarely at the Millennial market. 

‘What I don’t think is fun is editing yourself, aspiring to finally arrive at some idea or picture of perfect, untouchable glamour,’ Weiss declared in her editor’s letter. ‘We’re laying the foundation for a beauty movement, one that celebrates real girls in real life.’

The first four products – moisturiser, facial mist, skin tint and skin balm – come packaged in minimal pink tubes with a set of emoji-like decals so that customers can personalise their tubes, perfect for sharing on Instagram.

Millennials are becoming sceptical of brands who paint an unattainable vision of beauty. For more, see our Insta-real microtrend.