In this episode of Create, we unpack how Glossier built a billion-dollar brand by doing things in reverse:

They launched a blog. Then a community. Then a product.

Before Glossier ever sold skincare, founder Emily Weiss built Into the Gloss — a beauty blog that pulled in 10 million monthly pageviews and created a direct line to what real consumers actually wanted.

Glossier didn’t guess.

They listened, learned, and launched products their audience was already asking for.

In this episode, we cover:

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  How Emily Weiss turned blog readers into a product feedback engine

  
  


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  Why Glossier didn’t spend on ads — and didn’t need to

  
  


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  How community-first brands outlast trend-based ones

  
  


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  What their UGC and ambassador strategy looked like at scale

  
  


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  How to build audience trust before you launch a product

  
  


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  What your brand can steal from the Glossier model