Into The Gloss
Into The Gloss is a beauty editorial platform and the content marketing arm of Glossier Inc., publishing interviews, product reviews, and beauty guides for beauty-conscious consumers since 2010.
- Company typePrivate
- Founded2010
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Into The Gloss does
Into The Gloss is a digital beauty media platform founded in 2010 by Emily Weiss as a blog while she was working at Vogue. The platform publishes editorial content across four core content modules — Interviews (its signature 'Top Shelf' series profiling beauty routines of celebrities, founders, and industry icons), Makeup, Skincare, and Hair — alongside recurring editorial franchises including the annual 'Top 25 Beauty Awards' and the 'Top Shelf After Dark' sub-brand.
In 2014, the ITG team launched Glossier as a direct-to-consumer beauty brand, and Into The Gloss was repositioned as the editorial and content marketing arm of Glossier Inc. The site operates as a free, ad-light editorial property; revenue is generated indirectly by driving traffic to Glossier's e-commerce storefront via integrated 'Shop Glossier' links throughout the site, supplemented by affiliate product links. Into The Gloss serves primarily as a top-of-funnel customer acquisition and brand-building channel for its parent company rather than as a standalone monetized media business.
The company is based in New York, USA, operates with 11–50 employees under parent company Glossier Inc., and distributes content via its website (intothegloss.com), Instagram, Facebook, Pinterest, and an email newsletter. Its primary audience consists of beauty-conscious consumers seeking product recommendations and routine inspiration, with a secondary audience of beauty brands and industry professionals seeking editorial exposure.
Into The Gloss firmographics
Firmographics- Name
- Into The Gloss
- Legal name
- Glossier Inc.
- Website
- https://intothegloss.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Into The Gloss is a beauty editorial platform and the content marketing arm of Glossier Inc., publishing interviews, product reviews, and beauty guides for beauty-conscious consumers since 2010.
- Ownership category
- akta.pro rank
Where Into The Gloss is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
Into The Gloss business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Distribution channels1 record
Marketing channels5 records
Into The Gloss product offering
Product offeringCore offering
Into The Gloss is a free digital beauty editorial platform that publishes interviews, product reviews, beauty tips, and trend coverage for individual beauty consumers. Its signature offering is The Top Shelf interview series profiling the beauty routines of celebrities, makeup artists, dermatologists, and founders. The platform functions as the content marketing and editorial arm of Glossier Inc., aggregating consumer beauty insights that inform product development.
Product overview
Into The Gloss is a beauty content platform and the editorial arm of Glossier Inc. The platform operates as a media website offering beauty tips, trends, and product reviews across multiple content modules including Interviews, Makeup, Skincare, and Hair sections. Its signature content format is The Top Shelf series, which profiles the beauty routines of notable figures. The platform also publishes annual ITG Top 25 Beauty Awards recognizing outstanding beauty products. Into The Gloss serves as a content marketing platform for Glossier products while also covering a wide range of beauty brands and products.
Differentiator
Problem solved
Functional benefit
Brands
- The Top Shelf: ITG's signature interview series profiling the beauty routines of notable women, from celebrities to industry professionals.
- Top Shelf After Dark
Products and services
- Into The Gloss Website
Companies that use Into The Gloss
Customer profileSegments2 records
Ideal customer profiles2 records
Into The Gloss technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Into The Gloss partnerships and signals
Strategic signalRecent moves5 records
Expansion highlights3 records
Into The Gloss competitors and assessment
Company assessmentMarket position
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Into The Gloss social profiles
Digital presenceInto The Gloss financial estimates
Financial estimateRevenue estimate
Valuation estimate
Into The Gloss leadership team
Management profileNumber of profiles
Profiles5 records
Into The Gloss funding detail
Funding detailFunding overview
Funding rounds2 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Into The Gloss M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Into The Gloss
What does Into The Gloss do?
Into The Gloss is a free digital beauty editorial platform that publishes interviews, product reviews, beauty tips, and trend coverage for individual beauty consumers. Its signature offering is The Top Shelf interview series profiling the beauty routines of celebrities, makeup artists, dermatologists, and founders. The platform functions as the content marketing and editorial arm of Glossier Inc., aggregating consumer beauty insights that inform product development.
Is Into The Gloss a public or private company?
Into The Gloss is a private company. It is classified as corporate owned and is currently operating.
When was Into The Gloss founded?
Into The Gloss was founded in 2010. It employs 11 to 50 people.
Where is Into The Gloss based?
Into The Gloss is headquartered in New York, United States, in the North America region.
Does Into The Gloss have an API?
No public API is recorded for Into The Gloss.