On a Thursday afternoon in late spring, 32-year-old Glossier founder and CEO Emily Weiss rides the elevator to the penthouse level of her company's downtown Manhattan headquarters. She's a thoroughly millennial girlboss in jeans, sneakers and a royal blue sweatshirt with weiss embroidered in small white script. Her hair is pulled back in a ponytail, and for the founder of a beauty products company, she wears notably little makeup - just some mascara and possibly a swipe of Glossier Lip Gloss, a recent product release touted online as having a "fuzzy doe-foot applicator."
A former teen model, Weiss is beautiful but not intimidating, either by nature or by design (probably a little of both). After all, her company’s popularity is directly related to her ability to cultivate a feeling of friendship with and among her customers. Just enough relatability is key.
For many small business owners and entrepreneurs, popular apps like Uber and Snapchat are sources of inspiration. It’s easy to see the appeal of mobile apps: they can provide a direct connection between businesses.