It’s no secret that, right here at Who What Put on, we’re massive followers of Glossier. Large. Enormous. The whole lot from the pink packaging to the lazy-girl make-up formulation and the tip-top skincare makes us go a bit weak on the knees. And whereas for just a few years now we now have been capable of store our favorite Glossier merchandise on-line, UK shores have needed to go with out a retailer.
Though a magnificence model not having a retailer isn’t unusual in 2021, it has lengthy been a sore spot amongst British Glossier followers. The reason is that Glossier’s U.S. shops are nothing in need of magnificence paradises. Much less of a magnificence retailer and extra of a magnificence vacation spot, the Glossier retail expertise not solely is gorgeous (and completely Instagrammable) but in addition helps to place the enjoyable again into looking for magnificence, with merchandise so far as the attention can see to check, attempt to get to know.
The hardcore Glossier followers amongst us could bear in mind Glossier’s London pop-up again in 2019, which amassed over 100,000 guests within the first 10 weeks of opening. And we needed extra. One thing extra everlasting. Quick-forward two years, and at last, Glossier London has opened because the model’s first-ever worldwide flagship. (Sure, we’re blessed.)
Positioned proper within the coronary heart of London’s Covent Backyard within the sq.’s oldest constructing, it’s stylish as hell. Courting again to the seventeenth century, the townhouse is, as anticipated, gorgeous, with Glossier dubbing the shop a “central assembly place for mates, a landmark, and a journey vacation spot.” And the within is equally as fairly as the outside.
Decked out in marble, tender pinks and heat beiges, the shop itself is the form of place that makes you attain in your telephone to begin taking photos with out a second thought. There are Glossier merchandise laid out on each floor to check and play with with out feeling bustling and overcrowded. The very best bit, nevertheless, is the service. Glossier “Editors” roam the shop of their iconic pink boiler fits, readily available to offer any recommendation—not in a conventional beauty-consultant sort of method both however quite within the form of method that genuinely makes you are feeling snug and at residence. It’s shops like this that basically make you realise the facility and significance of in-store magnificence retail.
It goes with out saying, in fact, that the place is filled with Instagrammable gimmicks. (I take advantage of that phrase in its most literal sense with out negativity.) I’m speaking a conveyor supply service that drops your order to a wonderfully pink pickup window, Glossier’s iconic G brand emblazoned on the partitions and powdery-pink benches to calm down on.
And it’s not simply magnificence merchandise that you would be able to refill on at Glossier London however the model’s full line of merch, too. Adored by magnificence editors, every part from Glossier hoodies to water bottles is on provide. Notably, an in-store London-exclusive passport cowl is high of my want listing.
I’ll admit that I wasn’t anticipating to be impressed. To me, as a magnificence editor, Glossier’s London retailer launch was simply one other occasion on my calendar. Nonetheless, after visiting the shop and taking a full tour, I’ll eat my hat. It has made me fall in love with looking for magnificence another time, and I’m happy to say it’s a complete must-visit.
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