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Back in 2015, Emily Weiss posed a question to the readers of Into the Gloss – what’s your dream face wash? The answers came in their thousands and helped to build one of Glossier’s most beloved products and the brand’s first cleanser, Milky Jelly. Gentle, creamy, conditioning, and safe on the eyes, Milky Jelly epitomised Glossier’s simple, dreamy, pastel pink philosophy. But, everything could have been completely different. The brand could have gone down a second path. “When we asked our community ‘What’s Your Dream Face Wash?’ the responses were interestingly, quite split. While many people asked for a gentle, pH-balancing, and makeup-removing cleanse, others were craving that deep, pore-level clean,” says Chenaya Devine-Milbourne, Glossier’s senior director of product marketing and development. While ultimately the brand decided to go with the former, in the back of their minds they knew at some point down the line there would be a second dream face wash.

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