Glossier, and it's cult following, was cemented when the waitlist for their eyebrow pomade "Bro Boy" had a waitlist of 10,000 people. Their founder, Emily Weiss, is the ultimate cool girl; her story is told in her brand. With models supporting the brand and the company's commitment to their customer, it's no wonder people are vying to work with Weiss. 

Article(Source):https://www.buzzfeed.com/nitashatiku/inside-glossier-the-beauty-startup-that-just-happens-to-sell?utm_term=.de9o4wmOQ#.ty9YwXWPa

Photo Source: By Tyne & Wear Archives & Museums ('Shh flopsy, it's time for my rest') [No restrictions], via Wikimedia Commons