In Seattle, Glossier Takes a Mushroom Trip

Early on in the pandemic, Glossier announced the closures of its physical flagships in New York and Los Angeles. That came as a surprise to dedicated followers of the beauty disruptor, which successfully ventured into bricks-and-mortar and experiential retail after enjoying propitious growth and several rounds of seed funding thanks to marketing tactics with wide-ranging millennial appeal on social media. Despite those setbacks, e-commerce sales remained consistently strong across all product categories throughout lockdown. The brand recently secured an $80 million investment led by Sweetgreen and Farfetch investor Lone Pine Capital, bringing Glosser’s most recent valuation to $1.8 billion.

The new round of funding gave Glossier enough flexibility to return to bricks-and-mortar retail right as the world is becoming re-acquainted with in-person experiences again. Today, the brand opens its first permanent flagship in Seattle, with two more underway in London and Los Angeles. Expect signature pink interiors and a new in-person beauty shopping experience that, according to the company, “facilitates people-first beauty discovery, inspires curiosity and wonder, and invites people to participate in Glossier in 3D.”