Glossier is bringing their iconic minimalism to the crazed West Coast and opening a permanent retail store in Los Angeles. From a beauty blog to a beauty brand, Glossier continues to take over the beauty world with its ingenious cloud paints and Lidstars and more.
Glossier’s glorious products are known to give a natural feel and an easy application for a long-lasting look. The millennial beauty brand is also distinguishable for its minimalistic bold font in its packaging and famous classy pink-and-red decor. After their successful pop-up shop at Rhea’s Cafe in San Francisco, the brand has received more recognition and a significant increase in sales. According to the company, a glossier product is purchased on average of every 20 seconds and the pop-up has had about 20,000 visitors since. Founder and CEO, Emily Weiss, advised WWD,
“Los Angeles is a huge market for us, and San Francisco — in a lot of California we have a lot of demand.”
The brand is to open a 1,500-foot store on Melrose Avenue this May. Its interior will be slightly different than in their first flagship in NYC. Glossier will use inspirations of a drive through the California desert and a backdrop of a Glossier Canyon for fans to take Instagram worthy pictures. The store may be perceived as a touristic spot for fanatics that don’t reside in NYC or LA. Weiss advised WWD, “our offline activations are really the icing on the cake — we’re not looking to go wide with those.”
Even having raised $52 million in Series C round of funding, Glossier brings authenticity to their loyal customers with their direct communication via social media. If that’s any indication of their success in just three years, the beauty phenomenon is only getting started.