Glossier Will Launch in Sephora
Iconic US beauty brand Glossier has made a move to physical retail outside of its boutique stores. Beginning early next year, Glossier will be available to shop in Sephora stores, online at Sephora.com, and on the Sephora app in the US and Canada. Fans of the beauty brand already know what a big deal this is, as Glossier has only ever been available online and in a few scattered stores in lucky locations like London, New York, Los Angeles, Miami, and Seattle. Fans of the brand in the UK, European and Asia markets (that’s Australia!) will need to wait and hear if, and how quickly, the international rollout will take place. Given the brand’s stated plans to scale in physical retail, we’re hopeful.
Maybe it’s the fluffy brows, the irresistible perfume, or the dewy no-makeup makeup look that the brand has championed since its conception back in 2014, but we can’t get enough of it – and neither can Olivia Rodrigo, the official face of the brand.
Glossier has curated such a specific aesthetic, and it’s managed to bottle and sell it for years now – long before “glazed-doughnut skin” had left anyone’s lips. While natural makeup and glowy skin are not revolutionary concepts by any means, Glossier’s sheer trendiness took the industry by storm. To this day, it’s one of the most-searched brands on Sephora that isn’t carried by the major beauty retailer (until now). In the last year alone, inquiries about where customers can shop Glossier and whether the brand is available at Sephora had spiked up to 200 per cent, according to a press release. Based on the numbers alone, this partnership is truly an attempt to give the people what they want.
“We know our customers want to find us there.”
Glossier’s CEO, Kyle Leahy, wrote in a statement that the brand is “incredibly excited” to work with Sephora. “They are an iconic, international retailer with an extremely loyal community and we know our customers want to find us there,” she said. “We share the same customer-centric values and are both deeply grounded in the ever-evolving notion of beauty discovery.” Whether you already love the brand or you’ve been wanting to try its products for a while now, this is your moment.
While the US launch is exciting, Australian fans of the brand will have to stay tuned to see if Glossier rolls out on national shores.