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Welcome to The Backroom, a segment that takes you behind the scenes of how the Retail Dive team covers retail industry stories and trends. You canhereview all podcast episodes (past and current), and listen viaApple Podcasts、iHeartRadioandSpotify.

In 2014, Glossier entered the market with a skincare and makeup philosophy that was starkly different from the mainstream at the time. Founded by Emily Weiss, the brand, focused on skincare and advocating for minimal makeup, quickly shifted the industry's direction from the popular high-contrast contouring and bold eyeliner to a more natural style. As a digital-native brand, Glossier won a large following with its signature pale pink color and approachable brand image.

The brand's rise was remarkably fast, attracting numerous millennial consumers who eagerly embraced Weiss's beauty philosophy. However, in the past few years, the company has faced slowing growth, leading tomultiplerounds of layoffsand store closures.

To turn the business around, Glossier has made several changes over the past year or more, including afirst wholesale partnershipwith Sephora, reformulating somehighly sought-after hero products, and Weiss stepping down asCEO.

Marisa Meltzer's new book, "Glossy: Ambition, Beauty, and the Inside Story of Emily Weiss's Glossier," delves into the story of the famous founder—from her appearance on the reality show "The Hills" to her entry into high fashion—and the company's full trajectory.

In this episode, Meltzer talks with Retail Dive reporter Dani James about the process of uncovering insider information about the brand, Glossier's impact on the beauty industry, and how its core customer base has evolved.

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Editor's note: This episode was produced and edited by Caroline Jansen.