How fast can a beauty blogger become the millennials’ Estée Lauder? About three years.
Emily Weiss is standing on Lafayette Street, just north of Canal, wearing a red lace Valentino dress with a puffy pink fur jacket draped awkwardly over her shoulder. It’s an incongruous outfit for the season (mid- November) and the weather (brrrr) and the time of day (just after 9 a.m.), but it’s also exactly the kind of thing someone would wear if she expected to show up on lots of social-media feeds within the hour.
Weiss is smiling as she ducks into a storefront: Its windows are opaque, but the whole thing is glowing red, matching her dress and her jacket—it’s just all so beautifully photographable. There are a few small letters on the front: glossier you, the name of her first fragrance. This is the pop-up shop to launch the perfume, the 22nd product from her not-yet-four-year-old, $34 million company Glossier, and if it follows the trajectory of the other 21, it could have a waiting list and a line around the block full of young girls with clear complexions eager to pay $60 to smell a little bit like musk but mostly, the description promises, like subtly improved versions of their already-fragrant selves. Six floors up is the company’s showroom and main retail establishment, which, though it operates without the benefit of a street-level window, generates more sales revenue per square foot than the average Apple store, according to Weiss.
Esta historia es de la edición January 8–21, 2018 de New York magazine.
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Esta historia es de la edición January 8–21, 2018 de New York magazine.
Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.
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