Good news for all the people Googling “London Glossier store”… it’s back!
After its legendary Covent Garden store had to permanently close last year as a result of the first U.K lockdown, we’ve recently had happy news of its return. The new permanent Glossier London store* will actually be the first ever permanent international flagship for the beauty brand. While the exact location is still to be announced, we do know it will be opening at the end of the year.
After a year in which criticism was levelled at the company’s non-inclusive treatment of staff, it has overhauled its employee training and introduced a new code of conduct centred around ‘authenticity, integrity, inclusion, equity, and empathy’. Its people-first policy also extends to the stores. “Each of these stores is designed to inspire everyone to find joy and confidence in their personal beauty style, with a customer journey centred around self-discovery and belonging. People first, products second,” says Glossier’s founder, Emily Weiss.
Despite the hype (or probably because of it), I was very late in actually buying anything from Glossier. But after a visit to the Covent Garden store, I became fully converted to the Futuredew serum*, Boy Brow pomade* and Milky Jelly Cleanser*. The appeal lies in the sweet spot between an every-girl beauty standard, accessible price point and skincare products that deliver. Even though they have fun, buzzwordy names and Instagram-worthiness, the products also perform. It will be interesting to see how Glossier maintains its culty persona with a permanent store.
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WORDS: Disneyrollergirl / Navaz Batliwalla
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