Cult brand Glossier have announced that they will be opening three physical retail stores by the end of 2021; British fans can rejoice as Glossier are set to open their first international flagship in the capital.
Glossier Inc. was created in 2014 on the belief that “beauty isn’t built in a boardroom”; Glossier brand themselves on the democratisation of beauty. You ask, they answer.
“Now, we’re building the future beauty company where everything we make starts with you. We create the products you tell us you wish existed. We believe in thoughtful design, and enabling conversation (which is where it all starts). But most of all, we believe that beauty is about having fun, wherever you are in your journey.”
Glossier opened their first bricks-and-mortar pop-up in the UK in 2017; the pop-up space existed in a London townhouse for one week. This was the first time British fans of the brand could experience the full Glossier experience on home turf. At the time, Emily Weiss, CEO and Founder, said: “We’re overwhelmed by the reception Glossier has received in the UK. British women are so engaged with Glossier – we’ve seen thousands of customers posting about their new Glossier products on Instagram in the past few weeks. We’re excited to continue growing our community in London, and look forward to bringing the Glossier IRL experience to the UK.”
Following the success of their 2017 pop-up, Glossier returned to London with a new space in Covent Garden in 2019, which soon became the brand’s most successful pop-up of all time, with over 100,000 visitors in its 10 weeks of being open. It is following this success that Glossier have announced they will be opening their first-ever permanent international flagship in London.
“Now, as parts of the world begin to emerge from the worst of the pandemic, the world of Glossier is ready to exist again in 3D. I’m excited to share that we’ll be opening three all-new, permanent stores, starting in Seattle this August, followed by Los Angeles in the fall, and London in the winter. This is just the beginning: we have an exciting retail roadmap to bring Glossier to many more places, including our home base of New York City, in 2022.”
– Emily Weiss, CEO and Founder
In an article on Glossier.com, Emily Weiss explains that the new London flagship will look at the city through Glossier-tinted glasses. With each of their new stores being designed to inspire everyone who visits to find joy and confidence in their personal beauty style, with a customer journey centred around self-discovery and belonging. People first, products second.
“We can’t wait to welcome our community back as we reenter the 3D world of Glossier. At a time when the appetite for online shopping, accelerated by the pandemic, has never been stronger, the promise of immersive, real-life experiences rooted in discovery and connection is paradoxically also more resonant than ever. We imagine a future where digital and offline experiences exist in harmony, all in the service of helping people connect more deeply with themselves and others. We’ll see you there!”
– Emily Weiss, CEO and Founder