Tag: Effortlessness
How Glossier Made Effortlessness a Billion-Dollar Brand
In 2010, Emily Weiss was working on a Vogue photo shoot in Miami when she and Doutzen Kroes got to talking about self-tanner. Weiss was, at the time, an assistant to a freelance stylist. Kroes was among the highest-paid models in the world, and (it emerged) a big fan of L’Oréal Sublime Bronze ProPerfect Salon Airbrush Self-Tanning Mist. “She was like, ‘All the other ones are crazy,’ ” Weiss later recalled. This one, Kroes insisted, was different—she said it didn’t