Our brand of the month isn't exactly fashion this June… on the contrary our wandering gaze has lead us to the beauty brand universally loved by editors, Instagrammers and in fact anyone who has a penchant for millennial pink on masse.

Founded in late 2014 by Emily Weiss, Glossier singlehandedly ushered in a new era in beauty - one in which minimalism and no-makeup-makeup is championed. Obviously stark contrast to the Kardashian inspired contoured cheekbones, dark eyes and a bright lip often seen all over our Instagram feeds. Because, unlike other beauty brands on the market, Glossier encourages women to look like the best version of themselves, not an aspirational version of someone else.

After its release the brand became a cult-favourite overnight, and its iconic millennial-pink packaging can be seen everywhere, from the vanities of young girls to the backstages of fashion weeks and on the celebrities walking the red carpets. At Glossier you’ll find skincare, makeup, bodycare, and a fragrance, all designed for real life. Glossier believe that the skin should come first, makeup second. Starting off with the most important thing, perfectly primed skin, that glowy, dewy skin look and feel is synonymous with the brand, with products invented to bring out your best before reaching for makeup. Once your skin is perfected and feeling great, makeup becomes the fun part, not the fix—as it should be.

Glossier Founder Emily Weiss

All products are meticulously perfected to be worthy of your bathroom shelf through successful formulas and thoughtful design. By enabling conversation (which is where it all starts) their products are inspired by the people who use them: you. So far, the beauty industry has generally flowed in one direction, beauty products that make their way onto our shelfs that are chosen only by Executives in glass towers. When Glossier founder Emily Weiss started her website Into The Gloss, she wanted to make beauty as much of a component of personal style as fashion. She went against the normal beauty industry grain and turned this process into a two-way conversation. As she interviewed hundreds of women, she became more and more aware of how blemished the traditional beauty business model is. It has historically been an industry based on experts telling you, the customer, what you should or shouldn’t be using on your face. When you should be your own beauty editor. Glossier gets fans to preach (or post) the gospel in other ways. Because everyone has a routine, a reason for choosing the products they use each day. Then researching, re-choosing, reviewing, and recommending those products to people they know and strangers on the internet. These conversations are so important and are what fuel Glossier to create a superior shopping experience because personal choice is the most important decision a brand can never make.

Not only are we in love with their products but we are also in love with the interior of their stores! You can visit their permanent stores in LA and New York City. Keep your eyes on their website to hear more about their store pop ups that happen all over the world. As well as their physical stores, you can buy their skincare, makeup, body, and fragrance products directly from their website however their products are only shipped to the United States, Canada, and the United Kingdom directly. Need a fix in Hong Kong. Head over to the shop Dudes in either TST or Causeway Bay where they stock many of their products.

Want to read more about Glossier and their beauty advice? Visit Into The Gloss, a website devoted to people sharing the beauty products they love. ITG explores the routines of inspiring women and men, from makeup and hair to health and wellness. And don’t worry, you will not only find news about Glossier products on ITG because Glossier further buffs its credibility by touting other brands on both its Instagram feed and Into the Gloss. “Where most beauty companies have tried to ignore the fact that women are in an open relationship with beauty brands,” Emily Weiss has said, “we have embraced that.”

What’s on your Top Shelf? Like Glossier, we are curious to know what is on your top shelf? Shoot a picture and tag us @ruglane.

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