KRAUM Founder Annie Kreighbaum on Fast Beauty, Creative Integrity, and Staying Human in the age of AI

Deep Read with Phoebe Lovatt · Feb 26, 2026 · 59m

Find Deep Reading lists for each episode at phoebe.substack.com

-

Deep Read #49 is with Annie Kreighbaum, a creative director and beauty-world architect who helped shape Glossier in its defining era and is now building KRAUM, a brand that begins with five exquisitely small makeup brushes made to her exacting specifications in Japan — what she half-jokingly calls a “vanity project,” for reasons that become clear as we talk. We revisit the optimism and extravagant funding energy of 2016, and the skills she honed in that moment — instinct, language, taste, and the discipline of editing — before…