Emily Weiss scaled from blogger to entrepreneur. Learn how the beauty buff knew it was the right time to grow.

My passion for the beauty industry began when…

I’ve always been a beauty girl, but my passion to turn it into a career really began when I realized there was no space for a sophisticated conversation on beauty — the products we use and why, our routines — everything. I set out to create that space with Into The Gloss and its physical manifestation is Glossier.

The most important lesson I learned over the past year…

Being a leader, and more specifically being a CEO, means enabling people to really excel and take off doing what they do best. It means taking a back seat sometimes and letting the team create the best version of our vision.

When I knew it was the right time to launch Glossier…

Over the years running Into The Gloss, I began to see a gap in the way beauty companies were creating products and marketing them to women. There wasn’t one brand that really spoke to girls like me and created products for real life. I didn’t connect with a brand where I thought, “Yeah, I’d wear their sweatshirt.” So we set out to create that brand with Glossier — the brand whose sweatshirt you’d wear, proudly. Glossier is the sum of everything we learn from our community of loyal readers and amazing people we interview and collaborate with.

3 ways I celebrate my team’s accomplishments…

We love Slack at the Glossier offices. And there’s a channel called “#kudos” where we all share wins we’re really excited about — giving props to everyone who’s really doing a great job!

We also have a monthly team meeting where we present the status of the company, major updates, etc. And I always make sure to call out specific teams or projects that have really performed well over the past month.

Nothing beats one-on-one time though. I love taking people out for a quick coffee or lunch just to check in, see how they’re feeling and let them know they’re really doing a great job.

Skills I have learned as an entrepreneur that weren’t always natural to me…

It’s embarrassing to say, but I have not always been an awesome team player. I am sort of a lone wolf and love to touch all pieces of a project and see it through start to finish. That was manageable when ITG was a small blog, but now Glossier is this startup with real company things like a 401K. I’ve learned to hire the most amazing people, give them the tools to succeed and then take a back seat to watch them excel. It’s such a gratifying feeling.

Advice for gaining customer feedback online…

Talk to them! We talk to our community all the time and on any channel we possibly can. Our girls want to give us feedback — they want to be a part of what we’re creating. And we’re really into that. In January we’re launching a cleanser that was entirely developed from our community’s feedback. It’s going to be awesome and all we had to do was ask.

Top 3 tips for entrepreneurs starting a blog…

  1. Make it personal
  2. Be genuine
  3. Have a specific point of view and aesthetic — and stick with it!

Trends in the beauty industry that will shape the next 5 years…

I think we’re going to get away from this idea that “sex sells.” At Glossier we’re all about embracing wherever you are in life and going on that journey with you. The end goal is not some perfect version of beauty — it’s always changing, always evolving. Just like you.

The aspect of my work makes That me happiest…

Hands down, watching this team of amazing, creative people I’ve assembled create and grow the Glossier brand. They are all so talented and passionate — it is truly inspirational to be part of.

Daily must-read websites…

  • Into The Gloss
  • New York Times
  • And any must-reads that pop up in our Slack channels

I hope to accomplish next…

So much! We have multiple new products we’re rolling out in 2016 that I’ve been using myself for so long and now get to release to everyone. Also, I’m excited to continue thinking about how to activate our brand offline and engage customers one-on-one.