The cult beauty brand made the “easy, albeit painful, decision” to close its retail space in London. Here’s all the details.
UPDATE 13/03/2020: Glossier has announced it will be closing its London pop-up store to prevent the spread of coronavirus.
In a statement, Glossier founder Emily Weiss wrote, “We’ve made the difficult decision to close all our current permanent and temporary retail locations (New York, Los Angeles, London, and Atlanta) for at least the next two weeks to help mitigate the spread of COVID-19.”
She added that it will have a knock-on effect with their upcoming Arizona retail space; “We will also delay the opening of Glossier Arizona, which was scheduled for next Wednesday. This is obviously a fluid situation, so we’ll be monitoring and adjusting our plans and timeline accordingly.”
Weiss continued, “In the Atlantic’s March 10th piece, ‘Cancel Everything,’ on the importance of social distancing during this pandemic, Yascha Mounk wrote, ’…anyone in a position of power or authority, instead of downplaying the dangers of the coronavirus, should ask people to stay away from public places, cancel big gatherings, and restrict most forms of non-essential travel.’
“As a first-time CEO running a 5-year-old startup through its first global crisis, I read that Atlantic piece from bed last night with a heavy heart (’social distancing’ is basically the opposite of our mission), and reconsidered my original position of ‘let’s follow, not lead’ on the retail front. If stores start closing, we’ll quickly follow suit. If foot traffic drops, we’ll close.
“Then I thought: Wait a minute, we are leaders in retail, in so many ways. Our permanent and temporary offline experiences are more of a daily community event than a traditional store. Why wouldn’t we lead here? This quickly became an easy, albeit painful, decision. Together with our community, we will always strive to create less harm and more good in the world.”
Stressing, “we are not alarmists, we are realists”, Weiss finished her post on a positive note, suggesting ways for fans to keep in touch. This includes keeping up the conversation via social media platforms and getting in touch with the brand’s gTEAM on Glossier.com.
Weiss added, “Several years ago, we piloted a FaceTime program where anyone could schedule a 10-minute, ‘genius bar’-like session to talk Glossier and products. Whether it’s this or something like it, we’re going to try to use this moment to spin up new, creative ways to foster community and connection and make magic happen. Stay tuned!”
You can read the full statement here.
Then came Milky Oil - a bi-phase make-up remover - and Bubblewrap, a game-changing eye and lip cream. Following that was Brow Flick, the sister product to the brand’s bestselling Boy Brow, along with bigger versions of The Supers, AKA the serums that the brand launched with.
There’s also been two new flavours of the cult Balm Dotcom (mango and berry, FYI) and, as if that wasn’t quite enough, Glossier’s transition into a legitimate lifestyle brand was completed as it launched GlossiWEAR: a range of duffle bags, sliders, hair clips and hoodies.
The brand also launched Pro Tip, a blacker-than-black eyeliner and most recently Futuredew, an oil/serum hybrid.
Then, in November last year, Glossier opened its first UK-based pop-up store in London’s Floral Street.
News of the pop-up was first announced back in September when founder Emily Weiss mentioned it in an interview with The Financial Times, saying: “Glossier has two permanent stores, a number of semi-permanent pop-ups, and plans to open a London pop-up this autumn.”
The pop-up was initially set to close on 9 February 2020, but the space has proven so popular that the brand has just announced it’ll be staying open until the end of the year. In fact, it’s been Glossier’s most successful pop-up of all time with over 100,000 people visiting it.
When does the Glossier London pop-up open?
Doors officially opened in November 2019. Opening times will be Monday-Saturday 10am-7pm, and 11am-6pm on Sundays.
What can we expect from the Glossier London pop-up?
“We try to look at each city through Glossier-tinted glasses,” Emily Weiss explains to exclusively Stylist.
The company’s in-house creative team drew inspiration from traditional British members’ clubs to make Glossier London an immersive experience on the iconic Floral Street in Covent Garden - and the store interior borrows from its location.
“The entire store is dipped in the most beautiful custom designed Glossier floral patterns, with secret doors and hallways leading visitors from room to room,” continues Weiss. “My favourite is one we’re calling the Glossier Rooftop, which pays homage to London’s iconic skyline.”
Is there any exclusive Glossier London merch?
Yes! There will be a limited-edition Glossier London umbrella (pictured above) available at the pop-up only. It costs £25, with £5 of each sale being donated to the Young Women’s Trust, a charity fighting for gender equality by helping disadvantaged young women find work and increased confidence.
How long will the Glossier London pop-up be open for?
The Glossier London pop-up was initially set to close its doors on 9 February 2020, but due to unprecedented demand the brand has announced it’ll now stay open until the end of 2020. The opening times mentioned above will remain the same.
What is the Glossier London pop-up address?
The Glossier London pop-up will be located at 13 Floral Street, WC2E 9DH. The closest tube stations are Covent Garden and Leicester Square, which are both on the Northern and Picadilly lines.
These are the products to try at the Glossier London pop-up
Glossier Body Hero Daily Oil Wash
Something of an unsung hero, Body Hero Daily Body Wash is a beautiful blend of seven oils that work like a magnet to attract grime and oil from skin. The formula emulsifies when it’s mixed with water and helps to hydrate skin.
Glossier Body Hero Daily Oil Wash, £15
Glossier Boy Brow
With one sold every 32 seconds, this is the cult Glossier product you have to try first. Available in four shades, the creamy wax formula helps thicken and shape brows, giving flexible hold without going crispy or really dry like some brow products can.
Glossier Boy Brow, £14
Glossier Balm Dotcom
Available in eight varieties, Balm Dotcom is a handbag staple. Formulated with castor oil, beeswax and lanolin, we love them all but the sweet coconut scent that’s reminiscent of summer is our favourite. It can be used just about everywhere, but is especially good on winter-chapped lips, cuticles and anywhere else that feels dry or chafed.
Glossier Coconut Balm Dotcom, £10
Futuredew is Glossier’s newest launch. It’s an oil/serum hybrid and is the product that Weiss keeps reaching for. Speaking exclusively to us, she said: “We wanted to bottle up the “look” of skincare, that gleamy finish you get after applying all your products, and make it last all day long. Futuredew does just that, plus it has brightening ingredients that improve texture and radiance over time. I’ve been reaching for it every day (I love to apply it straight out of the shower), and my skin has never felt better.”
Glossier Futuredew, £23
Glossier Invisible Shield Daily Sunscreen
One of the best daily SPFs we’ve ever used, it really is invisible (so there’s no excuse not to wear it) and it sits perfectly under makeup. It’s not oily or greasy and doesn’t leave a white cast, plus its non-comedogenic so won’t clog pores, either. It really is the perfect SPF.
Glossier Invisible Shield Daily Sunscreen, £20