A face wash formulated from almost 400 reader comments
Cleansers usually start with a lab brief. Into The Gloss asked readers to describe their dream face wash, and the comments became that brief.
The branding lesson
In January 2015, Emily Weiss asked Into The Gloss readers to describe their dream cleanser: “So, what do you desire? Don’t hold back.” A year later, the Milky Jelly Cleanser launch post explained that almost 400 comments went to Glossier’s chemist, and that “mild,” “glowy” and “moist” became the checklist.
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The psych of why it works
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