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Back in 2010 at age 25, Emile Weiss squeezed writing her beauty blog Into the Gloss into the early hours of the morning before her day job. Focused on promoting authentic beauty regimes, by 2012 Into the Gloss had 200,000 monthly visitors keen to understand their skin. Flash forward 11 years and Weiss has cultivated from this gap in the market the Millennial and Gen-Z cult beauty line Glossier.

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