The beauty e-tailer is venturing into the offline world with a flagship store offering visitors the full line of Glossier products as well as experiential testing rooms

Community-focused digital-first beauty brand Glossier is opening its first permanent flagship store in New York City. The two-story space will replace the long-standing showroom at 123 Lafayette Street from which Glossier has been operating since 2016. 

The store will have the same Instagram-friendly aesthetic as the showroom, including a large red staircase complemented by splashes of pinks and vases of flowers. Along with the familiar Glossier aesthetic, the store will also feature the brand’s complete ranges of products and several experiential rooms designed for guests to try out items in a relaxed manner and enjoy their visit. The Boy Brow Room, for instance, will highlight the brand’s top-selling eyebrow products and allow for testing.

Emily Weiss, Glossier’s founder and CEO, explained the goal for the location to the The New York Times: “We’re not focused on selling you stuff. We don’t have people working on commission.” She continued, “It’s really important to create spaces and experiences that help you feel things,” highlighting that, as is the case with many digitally native brands making the leap into brick-and-mortar, the point of the store is to permit the experiential element of shopping to complement online success, not necessarily drive revenue.

Instead, the location intends to emphasize design as well as offer respite from the busy New York streets, inviting visitors into a comfortable interior of millennial-pink aesthetics. This permanent, fully operational space for Glossier is currently the brand’s only plan for a store of this caliber, though it may debut popup shops in the future.

Glossier


Lead image: Glossier via Instagram

Community-focused digital-first beauty brand Glossier is opening its first permanent flagship store in New York City. The two-story space will replace the long-standing showroom at 123 Lafayette Street from which Glossier has been operating since 2016. 

The store will have the same Instagram-friendly aesthetic as the showroom, including a large red staircase complemented by splashes of pinks and vases of flowers. Along with the familiar Glossier aesthetic, the store will also feature the brand’s complete ranges of products and several experiential rooms designed for guests to try out items in a relaxed manner and enjoy their visit. The Boy Brow Room, for instance, will highlight the brand’s top-selling eyebrow products and allow for testing.