4. Emily Weiss, Into the Gloss
www.intothegloss.com
Former Vogue assistant Emily Weiss has been impressively tactical about the presentation of her two-year-old beauty site. Not only did she hire the most in-demand digital designer in town—Michael Harper—before the launch, she’s managed to create imagery that feels more editorial and high-brow than anything else being shot for the web. (Even that of what her former employer produces.) While Weiss’ team has grown significantly—most notably, she hired fashion journalist Nick Axelrod as her editorial director last year—she’s still a major attraction. (Starring in Derek Lam’s 10 Crosby look book and a Sephora campaign hasn’t hurt.)