Emily Weiss, the founder of Glossier and its chief executive, said investors she met with early on were unsure if people would buy any product from a direct-to-consumer beauty brand online. She proved them wrong, and four years later, challenged retail norms again by introducing a scent, You, that was sold only on Glossier’s website. It was previewed with samples in orders and scratch-and-sniff stickers, a cheekier version of the old scent strips in printed magazines.

Source: New York Times May 04, 2020 15:56 UTC