Beauty and skincare brand Glossier hatched out of Emily Weiss’s blog Into The Gloss, famous for The Top Shelf, a series of interviews with beauty editors, celebrities, artists, business leaders and more about their skincare routines and favorite products. To this day, the site is a gold mine of market research that fuels the Glossier line. What products do makeup enthusiasts swear by? What products do they wish existed but don’t? While other retailers only hear from their customers through focus groups and outsourced surveys, Glossier is creating a direct line to its community, which means products are always a hit and never a miss. Competitors may seek to create a following on social media, but Glossier was born there, and is meeting customers right where they’re at—on their phones.