Once upon a time, not too long ago, there were certain beauty brands that you could only buy – gasp – in certain countries. Wanted to get your hands on a tube of La Roche Posay Effaclar Duo+ or Bioderma micellar water? You’d have to hop across the Channel and visit a French pharmacy. After a Suqqu lipstick or a bottle of RMK Clear Cleansing Milk? Add the cost of a return flight to Japan to your bill.
Of course, thanks to the internet and increasing globalisation, it’s now possible to order almost anything from anywhere in the world and have it land on your doorstep in less time than it takes to recover from an intense workout. Unless, that is, you wanted to buy something from Glossier.
The New York-based company has long had a cult following in the US and online, but until this month, beauty fiends in the UK were obliged to travel to the States if they wanted to stock up on the brand’s much-vaunted products. (Or enlist a friend: one Stylist staffer admits she once persuaded a pal holidaying in Manhattan to pop into Glossier’s Lafayette Street store on her behalf.)
But that’s all set to change on Monday 9 October, when Glossier finally starts shipping its 22 products to the UK via glossier.com. It’s guaranteed to be one of the big beauty launches of 2017, and we’ve already got our mental shopping lists ready.
Stylist’s beauty director-at-large Joanna McGarry met with Glossier’s founder and CEO, Emily Weiss, ahead of our 387th issue (out Tuesday 10 October). Weiss said the decision to start shipping to the UK was a “no-brainer”.
“We’re coming to the UK not because of some desire for global domination, but in response to the needs of customers who really wanted to buy Boy Brow,” she said. “British women have been commenting ‘please come to my country’ on our Instagram account since we launched. It’s a disservice to exclude people from the brand.”
Glossier products are renowned for their (now much-imitated) youthfully minimalist packaging, with-a-wink product names, and sheer, gentle formulations, and Weiss described the brand’s ethos as “go easy”.
“We’re so hard on ourselves,” she said. “We’re so quick to point out flaws in ourselves, and it’s like – just relax. Do less, go easy, and let beauty be fun. Let beauty be something that’s pleasurable and enjoyable.
“For Glossier, the goal has always been to be the first beauty-lifestyle brand,” she continued. “What that means is we want to create these very modern essentials. They’re not punishing; they’re things that make you feel more comfortable, more beautiful and more yourself.”
Glossier products will start shipping to the UK on 9 October. Here’s our hit list…
Our Glossier shopping list
If your dream brow is shapely but natural-looking (rather than sharp-angled and densely filled in), this tinted gel is for you. Even the name is perfectly evocative: who hasn’t occasionally looked at a man-friend’s abundant eyebrows and thought ‘he doesn’t know how lucky he is’?
£14, buy it here
Milky Jelly Cleanser
A hyper-gentle, fragrance-free, ultra-comforting make-up remover and face wash that can be used morning or night and won’t leave skin feeling tight or stripped. According to Weiss, the formula was developed after extensive consultation with readers of Into The Gloss, the editorial beauty site from which Glossier was born.
“I asked our audience, ‘What would your dream face wash look like? Who would play it in a movie?’ And we got thousands of responses about which ingredients women wanted and what they wanted the cleanser to do,” she said. “Now it’s one of our best-selling products, it’s a total standby and everyone’s boyfriends steal it.”
As for who would star as the cleanser in a film? Julianne Moore, Emma Stone, Kate Winslet and Eddie Redmayne. Now you know.
£15, buy it here
Invisible Shield SPF 35
We all know that we’re supposed to wear sun cream on our faces every single day, even in grey British weather - but hands up how many of us actually remember? Thought so. Glossier’s clear, water-gel formula absorbs into skin instantly and leaves no residue, meaning it can be applied under or over make-up (so there’s no excuse). Added bonuses: it also helps to block city pollution from your pores, and comes in eminently stylish packaging.
Watch this space, details on how to buy the Invisible Shield SPF 35 have are yet to be released.
The ultimate cream blush, Cloud Paint comes in four sheer shades designed to suit a wide range of skin tones. Smear casually onto cheeks for a healthy, buildable glow. Side note: we’re obsessed with the packaging, which resembles an artist’s tube of oil paint.
£15, buy it here
Glossier products are all about dewy luminosity, which is where their universal skin salve comes in. Use the clear Original, Mint or Coconut shades to gloss over cheekbones and eyelids or to soothe dry, cracked lips and skin. Cherry and Rose are good for subtly tinting lips and cheeks, while the shimmering Birthday adds a heightened glow. Think of it as a millennial version of Elizabeth Arden’s Eight Hour Cream.
£9, buy it here