Trusting customers are repeat customers

Before TikTok, YouTube, and Instagram were littered with makeup tutorials and Get-Ready-With-Me vlogs, there was Into the Gloss.

Emily Weiss started her fashion blog in 2010, which showcased the real-world beauty routines of fashion influencers and celebrities.

She was just an assistant at Vogue, but had big dreams.

Over the course of several years, her posts grew a large, cult following. Her readers trusted the blog and commented regularly. It wasn’t a huge leap for Emily to realize they’d probably buy skincare products from her.

She started with a moisturizer that wouldn't aggravate acne. Then, “Balm Dot Com” lip gloss. Later, Boy Brow for women that want brows like Cara Delevigne.

Repeat readers became repeat buyers - 75% of Glossier’s sales came from repeat customers. They loved and trusted Emily’s charismatic approach.

The company's revenue grew to $100 million in 2017 and $200 million in 2019.

Glossier was last valued at $1.2 billion, making it one of the most successful beauty startups in the world.

Trust is the precursor to sales. Earn it and your customers will keep coming back.