Oh, of COURSE Anastasia Steele Wears Glossier

In Glossier’s relatively short existence, the make-up company has done so brilliant a job at marketing its no-frills, minimalist, unfussy cool-girl aesthetic that it has already become cultural shorthand unto itself. Their advertising tends to depict—and their cultish acolytes tend to be—busy women going for that no-makeup makeup, shit you can slather on your face to look beautiful and dewy but not like you tried to hard, which would imply that you care too much, which is absolutely not part of your feminist estilo. In other words, it’s a little like Goop for millennials. As Nitasha Tiku put it in her excellent profile on the brand last year, it is “studied effortlessness, not puffy and greasy-haired, six hours deep into a Netflix binge still caked with the remnants of last night’s mascara.”

Anastasia Steele, the naive, aspiring book editor who gets into PG-13 BDSM with her zillionaire lover Christian Grey in the Fifty Shades series, OBVIOUSLY wears Glossier. Obviously! She definitely thinks it is somewhat edgy and also likes people to know (or think) that she just fucked, which is Glossier’s entire collection of sex-flush tubes. (Hey guys? “Milky Jelly” sounds and looks like jism!!!!) As Glossier Instagrammed above (via this Racked post), in Fifty Shades Darker Anastasia Steele wears Generation G in Jam, which in non-Glossier language means she’s at a masquerade ball busting out a lip tint that, to me, looks like Burt’s Bees, in a color described as a “deep berry magenta.” This is so beautiful, I love it. It all makes so much sense!

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Going to have to disagree with the snark here. I’m very, very happy to see a female-led beauty startup achieve the crazy levels of funding and success that they have. So many of the power-players in this industry are men giving their best approximation of “what women want” (which for so long appeared to be heavily airbrushed ads) so I’m happy to see a company that did their own thing and said fuck it, we actually know what young women want (which they clearly do, based on their sales). I mean, no one is talking about the Estee Edit, but everyone is talking about Glossier.

Also, considering they sprung from a blog all about people who love makeup and wear a decent amount of it, I don’t think that they consider wearing obvious makeup to be anti-feminist...