In the good ol’ days, mom hosted a group of her friends while an Avon lady brought goodies and made sure everyone got exactly what they needed. But today, people interact online and home visits from friends bearing beauty gifts and application tips rarely happen.

But in 2014, Emily Weiss started Glossier, a modern beauty brand that is inspired by real life and celebrates what it means to be a girl today. Their “formulas are designed to live with you, not on you, and enhance what you already have.” 

Since its beginning, Glossier has gained a massive cult following, with 78,000 Instagram followers and endorsements by influencers including Karlie Kloss, Kristen Crawley, Emily Ratajkowski, Behati Prinsloo Levine, Leandra Medine, and Sophia Amoruso. A digital native, Glossier consistently creates innovative ways to integrate their business and social strategy. Their website looks like a Tumblr complete with pop-y Instagram-ready images, stickers, emojis, and GIFs. It has an incredibly curated product line. The shopping experience itself is informative, simple, and fun, with step-by-step suggestions on how to use every product. While other brands have mastered the art of sucking you in with a killer website, Glossier goes deeper than that.

They create an authentic and personal experience for their customers, making it feel like you’re part of it.

They use Instagram for inspiration and behind-the-scenes photos but also feature their customers and use it as a tool to interact with them. If you send Glossier a selfie, they’ll respond with a recommendation of which Perfecting Skin Tint shade will best fit you.

And they haven’t forgotten we’re always on the lookout for good eye candy. As you unbox their products you are welcomed to the family with a pack of branded stickers and beauty products that come in a pink bubble wrap-inspired makeup bag, all inside of a pink cardboard box that introduces you to your new view on life, beauty, and yourself with, “Skin first. Makeup second. Smile always.” written inside of it.

To conquer the oversaturated beauty and skincare world, Glossier dives into the mind of millennials—what they love, want, and need—and brings it to life in the most wonderful ways. We need the product and we want the lifestyle. At least we can pretend they’re our BFF giving us tips and tricks to master the art of being flawless and waking up like this.