Get excited because Glossier is launching its second pop-up store in London. Earlier this year, founder, Emily Weiss, let slip that the beauty behemoth would be returning to the UK in autumn, and the wait is almost over. We can exclusively reveal the next rendition will be opening its doors next Wednesday 20th November just in time for Christmas and sticking around until 9th February – giving shoppers plenty of opportunity to swipe, swatch and experiment with the beauty company’s cult products.
Despite its digital success, Glossier is becoming seasoned in bricks and mortar retail. Alongside its two permanent residences in New York and LA, the beauty company has brought temporary retail to over six cities – popping up in Miami, Seattle, Boston and Austin this year alone. Each month, the flagship New York store receives an average of 50,000 visitors and given the success of the last London pop-up – which opened in November 2017 and welcomed over 10,000 customers in one week – we can only assume Glossier’s next iteration will be even bigger and better.
So what can you expect? Based on past pop-ups and Glossier’s millennial-focused DNA, it’s likely there’ll be a good deal of the beauty company’s signature Glossier pink on display, plenty of room to play and explore, and Instagrammable content at every corner. There’ll be piles of established heroes, including Cloud Paint, the Milky Jelly Cleanser and the bestselling Boy Brow (which is bought every 32 seconds), alongside emerging favourites and brand-spankers new launches like the Futuredew. Never had a chance to give Glossier’s much-loved scent, You, a proper sniff – now’s the time.
It’s been a big year for Glossier who also launched its spin-off company Glossier Play, with an emphasis on fun, frivolity and glitter in March. This year, it’s also introduced the Zit Stick spot treatment, brow-defining Brow Flick, Milky Oil cleanser, Bubblewrap eye cream and Futuredew serum to its 3 million customers.
The company, which launched in 2014 and since raised $186 million in venture capital, is going from strength to strength. It’s upcoming stint back in Blighty is simply the next to world domination.
As for where the pop-up will be? Watch this space.
More details to follow.