Beauty fiends the world over have been losing their shit over Glossier, the real-life beauty brand created by editors, for like-minded folk. And until this month UK dwellers had to take a trip across the pond to the US, Canada or Puerto Rico to get access to their shipping. As an online company Glossier relies on the types of glowing reviews that have projected them to viral status, but New Yorkers are also treated to the flagship Glossier Showroom experience in down towns SoHo. On a recent work trip, I carved out time for a visit armed with an extensive shopping list, and an open mind. Read on for my thoughts ahead of the U.K. online store launch this October 9th…
A single, almost missable door, if not for the giant flag outside the Showroom on Lafayette street in SoHo, NYC, I was thankfully working just a few blocks away and so managed to drag my disinterested colleague along to my first ever Glossier experience inbetween work. Through what looked like an apartment entrance door we found ourselves in a lift and headed up to ‘the showroom’ while I tried to conceal just how giddy I was to my work pal who had zero interest in being there. Upon exiting the lift this incredible zen-like aroma smacked us in the face – in a really pleasing way – and with all professionalism lost, carried me open-eyed and clawing into the beautiful space they call HQ.
A little background for those wondering why I’m getting so excited: founded back in 2014, Glossier’s focus was to create skincare and beauty products that women actually reach for and want to use. Combining the extensive experience of the editorial team from In The Gloss, the brand aims to maintain an open dialogue with both its readership and now customer base. Glossier is cruelty-free and aims to remain so even when launching into new markets (so China won’t be getting a look in). Now, I have to be honest here, the hype on Instagram and blogs had got me excited for Glossier in a way that’s very typical for me – I always want things that are difficult to obtain and get easily seduced by pretty marketing, and it was actually my dear friend and fellow beauty-fiend, Charlotte who spurred on this particular visit, so armed with her shopping list I explored the store with a mindset of really hoping it would be everything I’d read about, but secretly feeling that I’d probably come away with purchases that I’d later consider a waste of money.
The showroom was rammed, and my colleague, who’d I’d deposited temporarily next to a dad, on the convenient chairs presumably left for disconcerting customers, meant I had to work fast. Not the chilled out experience I’d had in mind spending hours on swatches and making best friends with the sales assistants. Oh the sales assistants, these beautiful girls all dressed in strawberry milkshake-pink overalls, I was ready to move in. Back to reality and one of the goddesses helped me with Charlottes wish list first, laughing when I mistakenly read out “fack it” her explanation at surrendering to an additional item on top of her original list. I found out first hand that’s easy to do in this store.
I myself grabbed a Balm Dot Com in Birthday, a rich, but not sticky balm which smells of, well, birthday cake. And my God is it delicious. I was also informed of the savings that can be had where some items can be bought as a set, or grouped up, so I bought the Boy Brow eyebrow mascara, Stretch Concealer and Generation G, a sheer matte lip colour with a beautifully natural finish. The beauty ethos is that make-up is a choice and that it should be uncomplicated – I am honestly so impressed with how easy the products are to use and apply, all completely buildable offering bearly-there but totally reliable coverage. The lip products are a total daily grab, and for anyone who is nervous is brows, the Boy Brow makes it easy to add definition and shape to even my thin little slugs.
While I usually favour powder over creme products, the Cloud Paint blush just looked so pretty. Available in four colours the idea is that it should be easy to use fingertips to simply dab colour to your cheeks for a natural flush. I opted for Puff, and Charlotte went for the more fuchsia shade, Haze. She also purchased the uber-pretty highlighter Haloscope, described as the galaxy’s first dew effect highlighter, enhanced with real Rose Quartz. I didn’t purchase any of the body care but Charlotte reported to me that the Body Hero Duo of Daily Oil Wash and Daily Perfecting Cream were delicious to use, with a pleasing powdery scent and subtle shimmer which added a lovely warmth and glow to the skin. I regrouped with Charlotte this weekend and instantly noticed how glowy she looked. Her cobinatiom of Haloscope and Cloud Paint gave such a beautifully fresh and natural look.
When the UK shipping becomes an option for us from October 9th, I’ll have little hesitation in purchasing further items such as the powder, and more lip balms. The latter of which would make lovely gifts. Everything from Glossier comes packaged in delightfully kitch pink bubble packs, and my make-up sets was presented in a box with stickers, a nice touch. Until a UK specific link becomes available, bookmark over here.
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