Glossier is getting the TV treatment.
Amazon MGM Studios proved triumphant in what was the industry’s latest IP bidding war, this one for the rights to adapt Glossy, about the millennium beauty brand and its female founder Emily Weiss. The book, from journalist and author Marisa Meltzer, became an instant New York Times bestseller when it was released in early September. Per multiple sources, Pet Sematary’s Lindsey Beer and her production company Lab Brew are attached to produce what’s expected to be an ongoing series at the streaming service.
As The New York Times Book Review described Glossy, it’s “a compulsively readable narrative of beauty, business, privilege, and mogul-dom.” The roughly 300-page book goes inside the beauty company that built a cult-like following for products like “Balm dotcom” and “Boy Brow” – and changed the way that brands interface with and ultimately sell to a millennial and Gen Z customer base in the process. At the center is its brand founder and former leader Emily Weiss, who got her starts as the Teen Vogue “superintern” on the reality show The Hills, before rising quickly from blogger to boardroom.
With access to Weiss, as well as investors and former employees, Meltzer set out to answer the question: Was Weiss solely responsible for Glossier’s success? (At one point, the company was valued at $1.2 billion.) And why, at the height of what some would call “Glossier mania,” did she step down? Publisher Simon & Schuster has been billing the book as ”The Devil Wears Prada for the Bad Blood generation.”
News of an Amazon adaption comes as the larger IP market has only grown frothier amid the Hollywood’s back-to-back strikes, which ground production to a halt and left the industry with little else to sell. Now that the writers strike is over, studios and production companies have been rushing to attach writers to projects that, until recently, could only have directors and producers involved. Beer, who’s quickly become one of Hollywood’s go-to tentpole writers, with credits including Sony’s Masters of the Universe, Lionsgate’s The Kingkiller Chronicles and Paramount’s Transformers: The Last Knight, is likely to add writer to her Glossy credits.
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