How One Woman's Cosmetic Company 'Gramed Its Way to Insta-Success Emily Weiss' Glossier is brushed with social media success.

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Ask 30-year-old Emily Weiss whether she runs her skincare line, Glossier, as a product company or as an online media company with a merchandising arm, and she replies, simply, "Yes."

The former New York University art student, fashion intern at Teen Vogue and fashion assistant at W and Vogue started her website, Into the Gloss, in 2010 as a way to learn and share tips from women she admired, including Arianna Huffington, J.Crew creative director Jenna Lyons and the world's top makeup artists. Weiss' background in fashion editorial put her in touch with many of them, and her interest in their beauty regimens inspired The Top Shelf feature on her site, for which she and her team visit women in their homes and explore the products they use and why.