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How Glossier Hacked Social Media to Build A Cult-Like Following

Former blogger Emily Weiss had a hunch: If she could translate women's real needs into products, she could build a beauty company unlike any other.

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This story appears in the September 2017 issue of Entrepreneur. Subscribe »

This article is included in Entrepreneur Voices on Growth Hacking, a new book containing insights from more than 20 contributors, entrepreneurs, and thought leaders.

Photographed by Nigel Parry; Grooming: Hair by Cecilia Romero for Exclusive Artists & Makeup by Aliana Lopez

On a Thursday afternoon in late spring, 32-year-old Glossier founder and CEO Emily Weiss rides the elevator to the penthouse level of her company's downtown Manhattan headquarters. She's a thoroughly millennial girlboss in jeans, sneakers and a royal blue sweatshirt with weiss embroidered in small white script. Her hair is pulled back in a ponytail, and for the founder of a beauty products company, she wears notably little makeup -- just some mascara and possibly a swipe of Glossier Lip Gloss, a recent product release touted online as having a "fuzzy doe-foot applicator."

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