Glossier’s eight smart tips to build a better e-commerce business

Geoffrey Precourt

Glossier, the cosmetics brand, believes that digital technologies are transforming the beauty industry in a variety of powerful ways.

Glossier, a three-and-a-half year-old e-commerce site, often is cited as a best-in-class example of what the Interactive Advertising Bureau (IAB) has termed a “direct” brand – meaning it has sidestepped the traditional trappings of middle men to make a direct connection with its prime customers.

Henry Davis, President/COO, Glossier

The millennial-focused cosmetics manufacturer was cited by WWD Beauty Inc. as a Digital Innovator of the Year in 2015, was recognized as one of Fast Company's Most Innovative Companies of 2017, and Emily Weiss, its founder/CEO, sat in 32nd place on the most recent Recode 100 list of the most influential...

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