Glossier, the self-described online ‘people-powered beauty eco-system’, has just opened its first permanent flagship store in New York City and it’s the thing Instagram dreams are made of.
The beauty industry disrupter Glossier was founded by Emily Weiss in 2014 after having launched one of the world’s most successful beauty websites, Into The Gloss, in 2010. The ethos of Glossier is born out of Weiss’ belief that beauty products should be co-developed with the customer and not in a boardroom:
“When I started Into The Gloss, I wanted to make beauty as much of an element of personal style as fashion. As I interviewed hundreds of women, I became more and more aware of how flawed the traditional beauty paradigm is. It has historically been an industry based on experts telling you, the customer, what you should or shouldn’t be using on your face.”
Over the last four years Glossier has reached Instagram cult status around the globe, even in countries where the products aren’t available. With social media campaigns driven by user-generated content and a peer-to-peer style customer service, Glossier is built heavily on the concept of community.
Now its multi-level, 280 square metre flagship store designed by architects P.R.O. and Gachot Studios aims to encourage ‘real world’ community building as Gachot explains:
“Created as an immersive community space where the customers can get to know the brand and each other, it’s both a physical and sensorial embodiment of what makes Glossier, Glossier. Customers will be able to hang out with Offline Editors, test and shop products, and immerse themselves in a Glossier universe which includes an experiential ‘Boy Brow Room.’ Most importantly, they’ll be able to connect over beauty with old friends and new.”
The store is awash in marshmallow tones which bold punches of red which include a red quartz and burgundy pebbled staircase and a seven-metre long curving read sofa reminiscent of lips.
Product testers are nestled on wave-shaped display tables and there is even a large wet-room area for customers to try the products as they would in their own bathrooms. Windows are covered in a light diffusing scrim which gives the store soft natural light and an intimate and private space removed from the street.
To further emphasis that the store is trying to set itself apart from traditional concepts of retail, customers’ online and offline baskets are synced meaning they can pick out their favourites in store and checkout online later.
Looking for more designer retail inspiration? Read 5 Drool-worthy Shop Interiors, Filmmaker Luca Guadagnino Designs Aésop Store in Rome and Sans: Sea Point’s Stylish New Retail Experience next.