Glossier was established in 2014 with a mission to democratize the beauty industry. At a time when top brands primarily parked themselves in elite department stores and lacked presence on social media, Glossier wanted to facilitate an online makeup economy. Now it’s 2021, and people want to do stuff in person again, so the digital-first brand is committing to a hybrid model by opening physical stores in Seattle, Los Angeles and London.
The brand permanently closed its two flagship stores during the pandemic and decided to start fresh in new spaces. The stores will each be open by the end of the year and Glossier plans to expand to New York City and beyond in 2022. While Glossier is married to an online model, the brand has also established a physical presence by experimenting with pop-ups over the years, which have ranged from an escape room in New York City’s SoHo neighborhood to a greenhouse-themed makeup hub in Seattle.
“Each of these stores is designed to inspire everyone to find joy and confidence in their personal beauty style, with a customer journey centered around self-discovery and belonging,” said founder and CEO Emily Weiss in a statement.Adweek