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Glossier in Translation

Emily Weiss’s $2 billion beauty brand is launching not one but two new perfumes this autumn, perhaps hoping that another dose of lightning in the bottle could seduce that long-awaited deep-pocketed suitor.

emily weiss
The brand has a strong executive team, but it’s Emily Weiss who has always given Glossier its magic. Photo: David Paul Morris/Bloomberg/Getty Images
Rachel Strugatz
September 18, 2024

Glossier deliberately sent the beauty world into a tailspin last week via a cryptic Instagram post starring a sequin dress, a disco ball emoji, and the caption: “The anticipation of the party.” Rampant online speculation coalesced around the theory that Glossier was prophesying the return of Glossier Play, the ill-conceived, poorly timed makeup sub-brand that debuted in 2019 and shuttered a year later. Some were optimistic about a revival, others distinctly less so. Play’s highly pigmented lip lacquer and multi-use glitter gel pots had been the antithesis of Glossier’s wildly popular “no makeup makeup.”