Glossier Teams Up with Sephora

Glossier, a digital native, has forged its first retail partnership, launching in 600 Sephora stores across the U.S. and Canada as well as on Sephora.com on Feb. 23.

The beauty brand’s launch at Sephora gives shoppers another testing ground to sample and try on their favorite products as well as new Glossier products at-shelf. Shoppers can also access perks and points on Glossier purchases through Sephora's Beauty Insider loyalty program.

Glossier said in a media release that its launch at Sephora is something its community of consumers have been requesting for a while, and forging a “holistic, thoughtful partnership” between the two beauty entities that is a "natural fit." 

"Glossier is built on community, and Sephora is not only an iconic global retailer, but also embodies our commitment to community," Kyle Leahy, Glossier CEO, said in the release. "We both strive to celebrate the joys of beauty discovery and it's where so many of our customers are already shopping. Before this collaboration was even announced, Glossier was one of the most searched brands on Sephora.com."

Glossier thinks of Sephora as the brand’s "home away from home” and a “cozy space” surrounded by other beauty, skincare and lifestyle brands its shoppers love, according to the release. Glossier aims to incorporate its signature pink vibes and hues (which are ever present at its flagship stores) within the sleek, white and black aesthetic of Sephora.

At Sephora, Glossier’s product assortment is merchandised on a gondola display depicting its pale-pink hues to serve as a cool backdrop, while the wavy tray tester system from its flagship stores are located on the top shelf. The trays were designed to make moving and rearranging for future products easy, per the release.

The decorative display also noticeably includes Glossier’s signature "You Look Good" mirror.

"Glossier comes with an incredibly rich history and an existing — and very passionate — fan base,” Carolyn Bojanowski, executive vice president of merchandising at Sephora, said in the release. "We're thrilled to be able to bring its beloved products to our Sephora clients, who have been asking for this for quite some time."

Glossier’s Ongoing Return to Retail

In related news, Glossier is continuing the reentry into physical retail that began in 2021 after shuttering all of its brick-and-mortar stores in 2020 due to the COVID-19 pandemic.

On Feb. 17, the brand opened a 7,000-square-foot store at 72 Spring Street in New York’s bustling SoHo neighborhood, separate from the brand’s former SoHo store that closed in 2020.

[READ: Beauty Goes Brick-and-Mortar/Glossier’s Retail Return]

The space reflects the brand’s signature pink tones as well as the Big Apple and the community through architectural and design motifs throughout the store, according to details shared with P2PI sibling brand Chain Store Age. Some notable store elements include a 500-square-foot lounge, a floor-to-ceiling N.Y. subway tile mosaic, wooden subway-style benches and barrel-vaulted ceilings.

Glossier hyped the store opening through an extensive out-of-home and digital OOH awareness campaign throughout the city, including in metro stations and subway carts, as evidence through a compilation video shared to Glossier’s social media. (See below.)