“Skincare and beauty products inspired by real life”

Founded: 2014 in New York, USA

Category: E-Commerce

Primary office: New York, USA

Core technical team: New York, USA

Status: Private

Employees: 210

Amount raised: $186.4 million  (5 rounds – March 2019)


  • Leverages on e-commerce technology, user co-creation and intensive customer value propositions to provide a range of inclusive skincare and makeup product directly to customers.
  • Drives sales and growth by using non-conventional yet strategic content generation and community to continuously deliver exceptional customer experience.



  • Valuation: $1.2 billion (2019)
  • Annual Revenue: $100 million (2019)



  • High profile investors – Sequoia capital, etc.
  • Future of Beauty Awards (Elle 2019)
  • 3 million+ customers


  • Beauty and makeup products – skincare, makeup, body care and fragrance


  • Omni-channel e-commerce website (Desktop, mobile apps)
  • Partners with large beauty departmental stores – Nordstrom, Sephora, etc.
  • Intense customer engagement through social media, “Into the Gloss” blog, flagship stores, brand influencers
  • Affiliate marketing – customer referrals
  • Available in 7 countries (US, Canada, France, UK, Ireland, Sweden, Denmark)


  • Founder-led Management team
  • Big data Analytics, Artificial Intelligence & Sentiment analysis
  • Strategic user co-creation in product development and value proposition
  • Millennial and younger generation-focused product development and engagement



  • CEO/Founder, Emily Weiss, former beauty blogger with professional experience in large luxury beauty brands
  • Headquartered in New York with global offices in Seattle, Canada, UK
  • 106 registered trademarks/patents


  • User-friendly omni-channel platform for seamless shopping experience.
  • Rewards program to drive engagement and loyalty
  • Intense social media engagement and customer referral program (Representative program)
  • gTeam – dedicated customer service available to customers anytime, anywhere
  • Creates products that customers wish existed – rather than being expert driven


  • Grow diversified and skilled workforce
  • Increase product offerings
  • Drive cross-border operations

Assertions That Best Describe What the Company Did to Scale Early, Rapidly & Securely

  1. Enable power users to help improve the company products and services using the internet
  2. Enable users to participate in the rapid development of company products and services
  3. Offer rewards that satisfy customer needs for recognition of their loyalty
  4. Sell online using a variety of online and offline promotional channels to increase the number of new customers and the retention rate of existing customer
  5. Increase value by arranging and directing a community comprised of groups that are external and internal to the company and connect everything needed to scale
  6. Increase market share by applying digital technology to brand, market, sell, and service customers more cost-effectively than competitors
  7. Increase the company’s value by continuously seeking and receiving funding to support the company’s plan to scale and improve its image in the marketplace
  8. Continuously improve the user interfaces and applications that directly influence the entirety of the customer experience including personalized content, quality messaging, and the delivery and returns process to increase sales



  • Yinka Olanrewaju-Olawepo