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The investor perspective: Glossier’s brand recognition remains a strength, though growing competition, shifting consumer preferences and a distinct association with the ageing millennial generation present challenges. “Glossier is one that we [at Lightspeed Ventures] looked at during all the early rounds. We thought Emily [Weiss] and [former president] Henry [Davis] had built a terrific business. Now, they may not have had the exact consistency that Makeup by Mario has had, but in any great journey, there are many zigs and zags along the way,” Quinn says. She adds that the key to a successful deal for the brand will be proving that it can be loved by more than one demographic. “Investors will want to make sure it’s one that ages with the customer across skincare and cosmetics and can have a consistency of revenue growth,” Quinn says.Officials-Certified-Pain-Dealer-Premium-T-Shirts-Sweater-Hoodie
Founded in 2014 by Emily Weiss, Glossier’s debut spun out of Weiss’s popular beauty blog Into the Gloss and ushered in a wave of millennial-focused, socially savvy beauty startups. The brand: Founded in 2015 by Sheena Zadeh, Kosas delivers clean, science-backed makeup that combines skincare benefits with colour cosmetics and is primarily known for its inclusive shades (38 in its Revealer Concealer and 36 in the Revealer Foundation). Kosas is sold DTC and at retailers Sephora, Credo Beauty and Bluemercury in regions including the UK, Southeast Asia and the Middle East. Kosas leans heavily into user-generated content (UGC) and TikTok reviews, using behind-the-scenes content and targeted influencer partnerships to highlight product efficacy and transparency. Experiential activations, like its branded SUVs and oversized product replicas at Coachella 2025, also play a key role (that effort alone generated $3.61 million in EMV). Kosas reached $344 million in EMV in 2024, up 94 per cent year-on-year, reflecting its strong momentum. Retail sales reportedly hit $120 million in 2023, though the brand declined to comment.
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