It’s no secret that, here at Who What Wear, we’re big fans of Glossier. Big. Huge. Everything from the pink packaging to the lazy-girl makeup formulas and the tip-top skincare makes us go a little weak at the knees. And while for a few years now we have been able to shop our favourite Glossier products online, UK shores have had to go without a store.
Although a beauty brand not having a store isn’t uncommon in 2021, it has long been a sore spot amongst British Glossier fans. The reason being that Glossier’s U.S. stores are nothing short of beauty paradises. Less of a beauty store and more of a beauty destination, the Glossier retail experience not only is beautiful (and perfectly Instagrammable) but also helps to put the fun back into shopping for beauty, with products as far as the eye can see to test, try and get to know.
The hardcore Glossier fans amongst us may remember Glossier’s London pop-up back in 2019, which amassed over 100,000 visitors in the first 10 weeks of opening. And we wanted more. Something more permanent. Fast-forward two years, and finally, Glossier London has opened as the brand’s first-ever international flagship. (Yes, we’re blessed.)
Located right in the heart of London’s Covent Garden in the square’s oldest building, it’s chic as hell. Dating back to the 17th century, the townhouse is, as expected, stunning, with Glossier dubbing the store a “central meeting place for friends, a landmark, and a travel destination.” And the inside is equally as pretty as the exterior.
Decked out in marble, soft pinks and warm beiges, the store itself is the sort of place that makes you reach for your phone to start taking pictures without a second thought. There are Glossier products laid out on every surface to test and play with without feeling bustling and overcrowded. The best bit, however, is the service. Glossier “Editors” roam the store in their iconic pink boiler suits, on hand to give any advice—not in a traditional beauty-consultant kind of way either but rather in the sort of way that genuinely makes you feel comfortable and at home. It’s stores like this that really make you realise the power and importance of in-store beauty retail.
It goes without saying, of course, that the place is full of Instagrammable gimmicks. (I use that word in its most literal sense without negativity.) I’m talking a conveyor delivery service that drops your order to a perfectly pink pickup window, Glossier’s iconic G logo emblazoned on the walls and powdery-pink benches to relax on.
And it’s not just beauty products that you can stock up on at Glossier London but the brand’s full line of merch, too. Adored by beauty editors, everything from Glossier hoodies to water bottles is on offer. Notably, an in-store London-exclusive passport cover is top of my wish list.
I’ll admit that I wasn’t expecting to be impressed. To me, as a beauty editor, Glossier’s London store launch was just another event on my calendar. However, after visiting the store and taking a full tour, I will eat my hat. It has made me fall in love with shopping for beauty all over again, and I’m pleased to say it’s a total must-visit.
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