Makeup for Cool Girls

摘要

Can you put on that sexy music again?" Emily Weiss asks her driver. The 29-year-old founder of Into The Gloss, arguably the Internet's most admired beauty site, is in the back seat of a Mercedes-Benz on Oct. 6 with her friend, the Canadian model Coco Baudelle. It's launch day for Weiss's new cosmetics line, Glossier, and they're hand-delivering boxes of products to randomly chosen Twitter and Instagram devotees around New York City, as well as celebrity acquaintances, including Ashley Olsen. Weiss is wearing dark skinny jeans, a gray sweatshirt, and Zara boots. Her short brown hair is pulled back into a tiny ponytail, and there's no trace of makeup on her skin. This thoughtlessly beautiful aesthetic is Weiss's thing, part of the reason her 1 million readers admire and trust her to tell them which products really work. Between delivery drop-ins with joyous Into The Gloss fans, Weiss and Baudelle hatch plans for a Glossier pop-up shop. "Wouldn't it be cool if we all wore pink lab coats?" says Weiss, as she toggles through her various social media accounts, monitoring public reaction to the line's debut, which she first announced on Instagram. "Maybe we could get white ones somewhere and just dye them."