With a new line of branded merchandise called GlossiWEAR, the beloved DTC beauty brand expands into apparel, including sweatshirts, tees and pool slides

Glossier has long been adored by its fans, and devotees have only ever been able to express their love by wearing its makeup. But thanks to today's GlossiWEAR drop, that dynamic is changing—the new line of branded merchandise is the DTC brand's first foray into apparel, and it's already a smash hit.

Glossier is offering merch like sweatshirts, baseball hats, pool slides and duffel bags, all at accessible price points. When customers spend $50 or more, they also receive free hair clips with their order. The skincare brand joins fellow fan-favorite, non-apparel brands like A24 with limited drops of branded merchandise.

The appeal of wearing clothes emblazoned with Glossier's well-known logo is obvious—it's a way to signal a love for the brand without having to say anything. By offering branded apparel for a limited time only, this drop aims to motivate consumers to buy the product quickly. The pieces also take cues from the much-loved uniforms that employees wear at the brand's physical locations.

 

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In the end, GlossiWEAR aims to let excited customers to represent the brand while also providing free, in-person advertising. Glossier took notice of a demand among its consumers and delivered exactly what they want: even more merchandise. Another GlossiWEAR drop is scheduled for the near future, and further releases are likely to follow.

Glossier


Lead image: stock photos from rblfmr/Shutterstock

Glossier has long been adored by its fans, and devotees have only ever been able to express their love by wearing its makeup. But thanks to today's GlossiWEAR drop, that dynamic is changing—the new line of branded merchandise is the DTC brand's first foray into apparel, and it's already a smash hit.

Glossier is offering merch like sweatshirts, baseball hats, pool slides and duffel bags, all at accessible price points. When customers spend $50 or more, they also receive free hair clips with their order. The skincare brand joins fellow fan-favorite, non-apparel brands like A24 with limited drops of branded merchandise.