I finally made it to the Glossier London pop-up in Covent Garden. It’s been open for seven weeks and it closes on 9th Feb*, but I wanted to get the Christmas crowds out of the way. And the wait was worth it. Glossieris as famous for its pop-ups as its cult-like community and influential cool-luxe aesthetic. Having started out as an e-commerce brand, it has slowly built a strategy of opening pop-ups in key markets to test our products, meet its customers and build hype around the brand.
Why is all the beauty stuff I like so freaking expensive?
Thankfully, Glossier is coming to the rescue with its GlossierLondon pop-up. Opening at 13 Floral Street, Covent Garden, WC2 for three months from 20th November, it’s switched its signature millennial pink decor for something quirkier and kitsch-er (above). Also, note it’s credit and debit cards only, OK boomers? (more…)
“Back in 2013, when I was first thinking about Glossier, I thought: ‘Man, I wish there was a beauty brand whose sweatshirt you wanted to wear.’ It really speaks to this notion of winning hearts. (more…)