Glossier has promoted Ali Weiss to Chief Marketing Officer, Adweek reports.

She tells Adweek that the brand’s foundation has remained the same for the past six years, nd said, “We take a people-first approach to beauty, which is rooted in the belief that personal narratives provide the most fulfilling and joyful beauty experiences.” 

Glossier relies on storytelling as a marketing strategy. 

Weiss joined Glossier as director of marketing, and was Weiss was promoted to svp of marketing in 2017.

As CMO, she will focus more extensively on reaching new audiences.