Glossier & Found

Rêve and Doux, the company’s new fragrances, had a buoyant debut. But will they offer the sort of sustained success required to create a scent portfolio and offer Emily Weiss (and Kirsten Green… and Josh Kushner…) that long-awaited exit?

It all seemed like a manifestation of a burning hope that, after years of reinvention, Glossier may have found a path to unlock the profits that founder Emily Weiss and her many high-profile investors need to consummate their long-awaited, glittering exit. Photo: Michael Nagle/Bloomberg/Getty Images

Rachel Strugatz

October 16, 2024

The entire Glossier cinematic universe—its executive team, employees, investors, and the board—was collectively on edge earlier this month as the company prepared to release both Rêve and Doux, the follow-ups to You, the brand’s wildly popular first fragrance, which debuted in 2017. The launch spared no expense––there were cryptic Instagram posts, product-reveal padlocked boxes that required a special code, a party at a secret location (via ferry) in Long Island City, etcetera. (A guest described the soirée as “giving a little bit of David Lynch and Twin Peaks.”)