The DNA of the Glossier brand lies with the direct-from-consumer feedback. “We have always had an ear to the ground with our community, and eye cream has been the number one requested product to date,” explained Melissa Souto, Glossier’s Director of Product Marketing & Development. “It’s been two years in development to get to what a Glossier eye cream should look and feel like. It had to have everything you would expect from a Glossier product; a fun name, the look, the results and the texture.”
“It was the industry hack of using an eye cream on your lips as well to prep skin that we looked at,” Souto continued. “It makes sense as the skin around your eyes and lips are very similar. It’s thinner, more fragile and therefore more prone to loosing hydration so we married the two together.”
The Glossier team recommends using Bubblewrap twice a day and in the morning, it works perfectly as an eye primer as it instantly plumps and leaves a smooth make-up base. There are nine ingredients which include two hyaluronic acids, a peptide complex and a “moisturising taskforce” of avocado oil and Squalene among other things to deliver the plumping, hydrating results. Just like popping bubblewrap, we’ve found this latest launch addictive.
Glossier Bubblewrap, £23. Available from Glossier.com
