If you have spent any time in downtown Seattle over the past couple of months, you might have seen larger-than-life videos of glamorous women projected onto high trafficked buildings and hotels. What’s all the hype about? Well, New York-based skincare and beauty brand Glossier announced on May 20 their new Seattle-based pop-up shop opens May 22 through July 7. No doubt beauty gurus will be knocking down the doors come Wednesday morning to explore Glossier’s full range of 34 products including makeup, skincare, bodycare and fragrance that can be tested, spritzed and purchased daily between 11 a.m.–7 p.m. at the former American Apparel (200 Broadway E).
Whether you’re on the hunt for the Milk Jelly Cleanser (starting at $9) or one of Glossier’s highly effective serums (the Super Glow vitamin C serum is $28), the brand is known for spending years developing its products that have attracted a cult-like following. Fun fact: Glossier claims to have sold one Boy Brow every 32 seconds in 2018.
Founded in 2017, Glossier sells direct to consumer and has fostered a highly engaged customer base online mainly through social media. The expansion to brick-and-mortar is intended to create a meaningful space for beauty lovers to engage with the products offline, similar to popular brands that started with e-commerce such as Warby Parker. The company’s in-house experience team gave the Seattle space the Emerald City treatment featuring rolling green hills and native flowers—à la the Amazon Spheres—designed by Studio Lily Kwong. Past retail concepts regularly feature decor inspired by the host city—a fried chicken sandwich shop born out of San Francisco’s culinary scene and a museum-inspired space modeled after Chicago’s art community.
The beauty behemoth's community-centric approach extends beyond its relationship with the approximately 2 million Instagram followers who await Glossier’s new product announcements. The brand will be selling limited edition water bottles ($15) at the pop-up, with $5 from each sale benefitting local homeless shelter, Mary’s Place.