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Image / Style / Beauty

Glossier is opening 3 new permanent stores this year – one of them in London


by Sarah Finnan
18th Jun 2021

Glossier, the cult classic beauty favourite will be opening three bricks and mortar stores this year – two over in the US, the other in London.

The beauty brand “inspired by real-life”, Glosser had its start online back in 2014. Born as a way to give customers the chance to shop for products in the same place they were reading reviews and finding inspiration from friends, family and strangers alike, they launched with just four products. Fast forward a few years and it’s a multi-dollar beauty brand.

They may operate online, but offline experiences have always been an important part of the brand according to Glossier founder Emily Weiss. Previously running several IRL events – including an Escape Room and a 400 square foot pop-up amongst others – the pandemic put a stop to many of the team’s big plans… but as the world begins to reopen, those big plans will finally get to see the light of day.

Announcing that “the world of Glossier is ready to exist again in 3D”, Weiss confirmed that they’d be opening three new stores this year. Revealing all in a blog post over on the company website, she wrote, “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”.

Later adding that this is “just the beginning”, Weiss went on to say, “we have an exciting retail roadmap to bring Glossier to many more places, including our home base of New York City, in 2022.” Petition to include Ireland on that roadmap pretty please!

So, what do we know about the London store so far? Unfortunately, not all that much. No exact opening date or location has been revealed as of yet, but Weiss did say that the new stores will “look at each city through Glossier-coloured glasses”.

“We’re returning to places and communities we know and love: our new home in Los Angeles isn’t far from our former location on Melrose Place. In Seattle, a city of forests and lakes, our store design plays with the juxtaposition of nature and technology. In London, we’ll be following our most successful temporary store of all time with our first-ever permanent international flagship,” she continued.

“Each of these stores is designed to inspire everyone to find joy and confidence in their personal beauty style, with a customer journey centred around self-discovery and belonging. People first, products second.”

Winter is only a few months away and judging by how fast the first six months of 2021 flew by, the new London store will be here before we know it. In the meantime, bide your time catching up on all other Glossier-related news right here.

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