Emily Weiss is stepping down as Glossier‘s chief executive officer.

In line with a blog post Weiss penned on Glossier’s website, chief business officer Kyle Leahy will take the highest slot, effective immediately. Weiss will stay on as executive chairwoman.

A spokesperson for the brand confirmed the shift, but declined to comment further.

“I’ll at all times be Glossier’s founder. But a CEO is the champion that an organization looks to, to steer it into tomorrow,” the post read. “From my remark, the best firms on the planet understand this distinction and be sure that the CEO seat is at all times stuffed with the appropriate person to take it where it must go for its brightest next chapter.”

Glossier emerged as the primary major direct-to-consumer beauty brand, capturing Millennial minds with a minimalist aesthetic and no-makeup makeup products.

The corporate closed an $80 million funding round in 2021, bringing its total enterprise capital backing to greater than $265 million. Then, WWD reported that Google searches for Glossier had declined greater than 50 percent, in accordance with Spate, while Tribe Dynamics noted the brand’s earned media value fell 45 percent. The corporate laid off an enormous portion of its staff earlier this yr, and has been focusing more on recent store efforts.

From a sales perspective, during CEW’s 2022 State of the Beauty Industry report, NPD Group vp of beauty Larissa Jensen said that “insta-brands” — a brand type that features Glossier, Jeffree Star and ColourPop — faced the steepest losses in 2021.

Weiss’ blog post said almost half of ladies within the U.S., aged 18 to 34, had heard of the brand, and it has 6 million customers.

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