Kings County make-up lovers rejoice: Glossier, the “digital-first” make-up brand with a big following amongst Millennials and Gen Z’ers, opened a shiny new storefront in Williamsburg over the weekend because the brand expands their bodily footprint.
Stocked with the brand’s signature sleekly-designed bottles and tubes, the N. sixth Street store is the one Glossier location in New York City – its former flagship location in Soho closed through the pandemic. But, two years later, the company is establishing store all around the nation, having just lately opened storefronts in Los Angeles, Seattle, Miami, Atlanta, and London. The clear, minimal storefront — designed by Glossier’s personal in-house design workforce, per the company – matches proper into the stylish neighborhood, and dozens of Glossier lovers flocked to the store for its grand opening on Nov. 5.
The cabinets of the store, which is perched on the nook of Wythe Avenue, are full of the brand’s signature merchandise — colourful lipsticks, shimmering eyeshadows, and the well-loved “Boy Brow” eyebrow gel, plus skincare, fragrance, and extra. Described by the company as “equal parts soda counter and Wonka factory,” the Williamsburg Glossier outpost contains a “wet bar,” the place prospects can check out make-up and skincare, wash it off, and take a look at one thing else — plus a mirror inscribed with the phrases “You Look Good,” the place Glossier prospects virtually at all times snap a selfie that includes their new look.
Founded in 2014, Glossier spent its first years as an online-only business, gaining a large following on social media with a small choice of blushes, lipsticks, and different make-up merchandise. With a concentrate on sheer, pure seems to be, Glossier rapidly expanded its fanbase and its product lineup and, after internet hosting just a few momentary pop-up retailers, ventured into the physical realm in 2016.
Glossier followers may also discover an unique new merchandise on the Williamsburg location — the Brooklyn Utility Bag, a $35 canvas tote with eight pockets, designed “for a city always on the go.” In addition, every bodily Glossier store companions with an area charity, based on the brand, and the N. sixth Street store is working with the Manhattan-based Sadie Nash Leadership Project, which “provides award-winning experiential social justice education to over 500 young women and gender-expansive youth in New York City and Newark,” based on its web site. For each Utility Bag bought, Glossier will donate $5 to the group.
With out of doors seating plus snug areas to lounge in the store, Glossier stated its Williamsburg location goals to perform as a neighborhood hangout — encouraging consumers to discover the store and the encompassing nabe. Loaded with upscale shops focused towards a youthful crowd — like Everlane, Urban Outfitters, and Marine Layer — the realm is already fashionable with the company’s target market.