What You Need to Know About the Beauty Brand Millennials are Loving

Plus find out how to shop it in Ireland

glossier-ireland-maven46-fashion-bannerphoto: Glossier.com

Words by Emma Tiernan
April 11th, 2018

A cult favourite among millennials, beauty bloggers and celebrities alike, it was less than four years ago since Glossier came onto the scene in 2014 yet in a such a short space of time it has established a loyal following which includes more than a handful of well-known faces such Saoirse Ronan, Rosie Huntington-Whiteley and Beyoncé to name but a few.

With the mantra “skin first, makeup second”, Glossier focuses heavily on skincare and makeup that gives you that ‘no-makeup’ makeup look. The campaigns are a breath of fresh air in today’s beauty world, with models appearing fresh-faced and natural. Not only does it promote natural beauty, Glossier is also cruelty-free which makes it no wonder why it’s the hottest brand among millennials.

Of course, having a business-savvy millennial as your CEO helps. While you may remember Glossier founder Emily Weiss as the Teen Vogue New York Office Intern who went head to head with Lauren Conrad in MTV’s hit show The Hills, Weiss is much more than a reality star. After her reality TV show days, Weiss launched the hugely successful beauty blog Into The Gloss. Weiss’ idea behind the blog was “to make beauty as much of an element of personal style as fashion”. It was here that she came to realise how flawed the traditional beauty paradigm is; an industry historically based on experts telling you, the customer, what you should or shouldn’t be using on your face. Having interviewed hundreds of women about their beauty regimes, their likes, dislikes and needs, Weiss had an understanding of what women actually wanted which led her to create the multi-million dollar cosmetics company, Glossier.

However, is the hype surrounding this millennial-focused, direct-to-consumer brand worth it? To put it simply, yes! Not only are the products affordable, they also do the job. I’ve been using Glossier products for a while now and my skincare routine comprises mostly of, you guessed it, Glossier. Here are five products that are one hundred percent worth the hype.


Boy Brow

A cult classic by now, this brow gel has beauty bloggers the world over singing its praises. Naturally, I had to try it out for myself, and I can confirm it is amazing. Described as an all-in-one brow fluffer, filler, and shaper, the creamy wax formula is inspired by traditional hair pomade for soft, flexible hold that doesn’t stiffen or flake. I am not one to draw on my brows as they are naturally thick but I do need a product to hold them in place and add a bit of definition and Boy Brow does a stellar job. At $16 (£14), this product is a definite repurchase for me.


Super Pure Serum

This serum contains niacinamide and zinc and claims to calm breakout prone skin and redness. This describes my skin perfectly so I was excited to try this product. I use a few drops of Super Pure as part of my night-time skin routine and since I’ve started using it I haven’t had any major breakouts and the redness in my skin has calmed down. It is safe to say I love this product. My only issue with it is that there isn’t enough product in the bottle; it’s a 15ml bottle and at $28 (£24) it is quite pricey, in my opinion.

Milky Jelly Cleanser

One of the OG Glossier products, Milky Jelly Cleanser is one of Glossier’s best-sellers and it is easy to see why as it leaves your face feeling soft, fresh and gives your skin a healthy glow. The cleansing power comes from the same cleaning agents that are used in contact lens solution so, as they say, it’s tough on impurities yet still safe to use on your eyes.

Balm Dot Com

Dry lips be gone, with Balm Dot Com! Honestly, this product was a lifesaver during the winter. It is a skin salve so not only can you use it on your lips, you can apply it anywhere that needs a little nourishment such as your nail cuticles or pesky dry elbows. While the original formula is fragrance-free, Balm Dot Com comes in five other flavours such as cherry, coconut and even birthday cake.

Priming Moisturizer

Does exactly as the name suggests; it is a nice light moisturiser that primes the skin. It helps minimise the appearance of pores and the anti-redness complex soothes and evens skin tone, leaving a clean, dewy, balanced finish. Sounds pretty great right? One thing to note with this product if you have very dry skin is that this moisturiser is quite light in which case you might be better opting for the Priming Moisturizer Rich which is a thicker version aimed at drier skin types.

Although Glossier currently only ships to the USA, Canada and the U.K., if, like me, you live in the Republic of Ireland you can still get your hands on all the Glossier products your heart desires through An Post’s delivery service, AddressPal.

You can find more from Emma at instagram.com/emma_tiernan.