"We believe Glossier is more than just beauty or beauty products. It’s a way of life."

Also: “We’re all feminists and we’re all fired up about the movement we’re leading.”

I have to admit that Glossier's branding and products appeal to me in almost zero ways. For instance, I am neither cool nor a girl, much less a cool girl. (I am slightly curious about the skin tint, but not enough to buy it.) But this profile of the brand is interesting.