Glossier opens in Los Angeles, London store next

By

Jennifer Braun

Published
Nov 24, 2021

Digital-first beauty brand Glossier has officially opened a new store in Los Angeles, on Melrose Avenue, marking the brand’s second retail location.

Designed by Glossier’s in-house design team, the store concept draws inspiration from old-school Hollywood movie studios. Created in a peachy pink, the boutique makes room for shoppers to take pictures and share on social media with plenty of insta-wrothy elements including a 17-foot 'Boy Brow' tube, while allowing customers to test products in real time. 

The store houses skincare and makeup rooms with mirrors for customers to try products and will soon include an outdoor space dubbed 'Glossier Alley', that is meant to act as a community hub and setting for social media photos. 

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Other Hollywood-inspired elements include the brand’s take on the Globe Fountain at Universal Studios Hollywood, while massive letters spell out the Glossier name as an ode to the classic Hollywood sign.

The opening follows an August opening in Seattle, after the retailer shuttered all stores in 2020 amid the Covid-19 pandemic. Next, the beauty brand will open its first European retail store in London, as well as a fourth permanent retail space in Miami, in February. Still, the brand is continuing to prioritize DTC e-commerce for sales. 

This summer, the beauty brand raised $80 million in a Series E funding round led by Lone Pine Capital, an injection of capital that reportedly brings the company’s total valuation up to $1.8 billion. Prior to the pandemic, Glossier still made 80 percent of its sales through e-commerce.