They say the best things come in small packages, but that’s because they haven’t visited the new Glossier store where the beauty brand has supersized its eyebrow mascara, Boy Brow. After popping up in Chicago, San Francisco and the UK, Glossier have settled in a new permanent location in New York.
For the uninitiated, this digi-first beauty brand, which only recently launched in the UK, has been at the forefront of the reinvention of the shopping experience. First, they opened their legendary showroom on New York’s Lafayette Street where assistants (known as offline editors) wore boiler suits in millennial pink (the colour that Glossier helped codify) and treated the space as a social club for cosmetic junkies. Even though the majority of their business comes from online sales, this new hub, which is a short walk from their original store takes the offline experience to a new Instagram-able level.
Everything is candy pink, of course, and every surface is designed with Likes in mind. It’s all soft lighting, plush carpets and specialist shopping spaces. There's a wet room, which is essentially the cosmetic version of a changing room, where customers can take off and try on products and a Boy Brow boudoir where tubes of the eyebrow wands have been blown-up to human-sized. Evidently, Glossier knows how to cater to their selfie-inclined followers.
When describing the new shop to the New York Times, founder Emily Weiss described it as ‘adult Disneyland.’ We can see it. The friendly staff, the playful experience and the magical products make this, arguably, for beauty addicts like ourselves, the happiest place on earth.