@anniekreighbaum IRL


IRL is a project where we give our favourite girls of Instagram an OG Polaroid 600 to snap their selfies with the original filter. It’s Instagram… IRL

Annie Kreighbaum



Who are you/what do you do?
I’m Annie and I’m the editorial director at Glossier, which is a very important-sounding way of saying that I’m in charge of storytelling. annie-6

How do you define a “selfie?”
Any photo you take of yourself!


Do you find taking selfies empowering/how do they make you feel?
Taking the time to take a photo of yourself feels particularly self-indulgent. It’s a bit silly, but it’s so normal now that you can’t fault anyone for it. Posting a selfie can sometimes feel quite vulnerable, but other times you know you look good and you just want to share your confidence with the world.


 Describe your selfie aesthetic?
Well-moisturized and a bit pouty. I always try to make a dumb joke in the caption but I’m never quite sure if those land.


 How have selfies become a part of your profession/ personal brand?
We build entire campaigns around taking selfies – the #nofilterjustglossier campaign started on Instagram when Kristen Crawley posted a selfie with that hashtag. We’re a beauty company, so selfies are key in advertising our products. Personally, I suppose I’ve become quite known for my eyebrows, if only because they take up a lot of the frame.


 Who is another Instagrammer with selfie game we should look out for?
@cmajikpebblez – she’s such a classic beauty but also a total weirdo. At least that’s what I gather from her Instagram. We’ve never met.


What are some selfie dos and don’ts you can share with us?
Change up your angles and smile more. I’m very nosy about what everyone’s teeth look like. I’m also partial to no filters.