our office and work with our creative team
for the day, to help develop future products.
That speaks to this idea of a cult brand being
something that, quite literally, is a living and
Though it can be used by anyone, Bevel addresses the specific shaving needs of black
men. But when you went into Target, Tristan,
you discovered that a lot of Caucasian men
were buying your products. Did that change
the way you positioned the brand?
T W: It didn’t change anything. In fact, it vali-
dated my thesis. We started Walker & Company
People were talking about wheels and zippers
and material, but no one was giving the con-
text. [Today] our customers will actually call
our customer service team and ask for travel
tips and advice.
EW: People have so many choices of whose
story they want to listen to. Eighty percent
of Glossier’s growth and sales come through
peer-to-peer recommendations or our own
channels. That goes to show that women are
not necessarily listening to beauty brands.
They are ultimately trusting their friends. So
Emily, you recently created a representative
we see our community as co-conspirators,
co-builders, co-storytellers. We see the life of
each product we launch starting once it hits
[our customer’s] doorstep—once she unboxes
it, takes a picture of it on social media, and
tells her story.
program that allows your customers to sell
your products through their own Glossier
web page. What have you learned from this?
E W: It’s been interesting to think about what
incentivizes these women. Is it money? It’s
actually not. So many of these women are interested in early access to product, in getting
closer to our company. They want to come into
“We couldn’t think of
anything more boring
than [a store of] wall-
says Rubio. “We’re
“We are on this
constant evolution of
understanding what it
means to connect
people to real food,”